TY  - BOOK
AU  - Rogan,Donal
TI  - Marketing: an introduction for students in Ireland 
SN  - 0717149811 (pbk.)
U1  - 658.8 ROG   
PY  - 2011///
CY  - Dublin
PB  - Gill & Macmillan
KW  - Marketing
KW  - Ireland
N1  - 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; Previous ed., 2007; Includes bibliographical references and index
ER  -