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Managing Marketing: Concepts and Irish Cases

Murray, John A., O'Driscoll, Aidan

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ISBN 10: 0717119521 / ISBN 13: 9780717119523
Published by Gill & Macmillan Ltd, 1993
Used Condition: Good
From Better World Books (Mishawaka, IN, U.S.A.)

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Bibliographic Details

Title: Managing Marketing: Concepts and Irish Cases

Publisher: Gill & Macmillan Ltd

Publication Date: 1993

Book Condition:Good

Edition: 2nd edition.

About this title

Synopsis:

This book addresses the needs of the newcomer to marketing as well as those who wish to participate in the management of internationally competitive, growth-oriented Irish companies. It includes specially researched case studies based on marketing problems in Irish firms. The book follows a systematic approach from the planning of marketing activity, through the development of a comprehensive new service or product plan to the re-evaluation of marketing strategy.

About the Author:

John A. Murray is Professor of Business Studies at Trinity College, Dublin Aidan O'Driscoll is Senior Lecturer at the Dublin Institute of Technology and editor of Irish Marketing Review They are co-authors of Strategy and Process in Marketing

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