Marketing An Introduction for Students in Ireland

by Donal Rogan

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

456 pages, Paperback

First published May 13, 2011