Marketing, an Introduction for Students in Ireland

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9780717142019: Marketing, an Introduction for Students in Ireland
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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

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About the Author:

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

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