Marketing An Introduction for Students in Ireland - Couverture souple

Rogan, Donal

Couverture souple

ISBN 10 : 0717149811 ISBN 13 : 9780717149810

Editeur : Gill & Macmillan Ltd, 2011

Synopsis

The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice.

 

• New to this edition:
  
  
  • Completely updated perspectives on marketing theory and practice
    
    
  • Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline
    
    
  • New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan’s Porridge and Dubarry Footwear
    
    
  • Analysis of the changes that have taken place in the Irish marketing environment
    
    
  • Emphasis on the challenges that will face Irish marketers in coming years

 

 

 

• A customer-centric approach to marketing is presented as the basis for making key decisions

 

Additional resources for lecturers include:

PowerPoint slides

Multiple choice questions with answers

Short questions with answers

Case study teaching notes

A ‘Design a Questionnaire’ exercise with answer

Advertisement images and statistics tables from the text

SUITABLE FOR

- First and Second year business students at third level

- Students taking a marketing module as part of any other course

A propos du livre

À propos de l?auteur

Donal Rogan, BComm, HDMP, MBS is a senior lecturer in Marketing at the Institute of Technology Tallaght, Dublin.

Détails de l'édition

• Éditeur: Gill & Macmillan Ltd
• Date d'édition: 2011
• ISBN 10: 0717149811
• ISBN 13: 9780717149810
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 4
• Nombre de pages: 456
• Coordonnées du fabricant: non disponible