Donal Rogan: Marketing [2007] paperback

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.