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Sinopsis
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.
"Sinopsis" puede pertenecer a otra edición de este libro.
Acerca del autor
Donal Rogan, BComm, HDMP, MBS is a senior lecturer in Marketing at the Institute of Technology Tallaght, Dublin.
"Sobre este título" puede pertenecer a otra edición de este libro.
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