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Marketing Donal Rogan

Marketing von Donal Rogan

Marketing Donal Rogan

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Zusammenfassung

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.

Marketing Zusammenfassung

Marketing: An Introduction for Students in Ireland 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 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.

SUITABLE FOR
- First- and second-year business students at third level
- Students taking a marketing module as part of any other course.

Über Donal Rogan

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

Inhaltsverzeichnis

Part 1: Marketing: The Customer and the Business
Chapter 1: Putting the Customer at the Centre
Chapter 2: Marketing and Enterprise Development
Case Study: Nicholas Mosse Pottery

Part 2: The Market
Chapter 3: The Forces in the Irish Marketing Environment
Chapter 4: Marketing Research
Chapter 5: Market Segmentation, Targeting, and Positioning
Chapter 6: Understanding Consumer Behaviour
Case Studies: The Irish Chocolate Company, Roma Pasta

Part 3: The Marketing Mix
Chapter 7: The Product
Chapter 8: Pricing Decisions
Chapter 9: Marketing Communication
Chapter 10: Marketing Channels
Case Studies: Jacobs Fruitfield, Smithwicks (updated)

Part 4: Marketing Applications
Chapter 11: The Marketing of Services
Chapter 12: International Marketing
Chapter 13: Business-to-Business Marketing
Chapter 14: Marketing for Non-Profit Organisations
Case Studies: Jameson Irish Whiskey, Kingspan Cheeverstown Industries

Part 5: Marketing Strategy and Planning
Chapter 15: Marketing Strategy and Planning
Case Studies: Newbridge Silverware (updated), Glenisk (updated)

Zusätzliche Informationen

GOR002437009
9780717142019
0717142019
Marketing: An Introduction for Students in Ireland Donal Rogan
Donal Rogan
Gebraucht - Sehr Gut
Broschiert
Gill
2007-05-01
504
N/A
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