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Marketing, an Introduction for Students in Ireland
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
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.
SUITABLE FOR
- First- and second-year business students at third level
- Students taking a marketing module as part of any other course.
New to this
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.
SUITABLE FOR
- First- and second-year business students at third level
- Students taking a marketing module as part of any other course.
504 pages, Paperback
First published May 1, 2007
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