This revision guide is aimed at students studying marketing in college. The book is aimed at those preparing for introductory examinations in marketing.
Written by Irish authors who have academic and practical experience in marketing Each chapter contains: - Chapter objectives - Diagrams/illustrations - Key concepts - Questions for review - Cross-referencing between chapters Uses many marketing examples from Irish companies Suitable for those studying marketing in: - Universities - Institutes of Technology - Professional courses, i.e. Marketing Institute, Public Relations Institute.
List of Diagrams List of Tables 1 Introduction to Marketing 2 Consumer Buying Behaviour 3 Company Analysis and Marketing Planning 4 Competitor Analysis 5 Marketing Information and Research 6 Segmentation, Targeting, and Positioning 7 Product 8 Price 9 Distribution 10 Marketing Communication Bibliography
Dr Margaret Linehan BBS, MBS, PhD, lectures in Marketing and Management at Cork Institute of Technology Therese Cadogan BA, Hdip, COFMRD, lectures in Marketing and Management at Cork Institute of Technology and is also Manager of the Ballincollig Gunpowder Mills Heritage Centre