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.
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.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Maße
ISBN-13
978-0-7171-1952-3 (9780717119523)
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Schweitzer Klassifikation
Part 1 The role of marketing: marketing and the marketing perspective; markets, marketing and competitive advantage; the job of the marketing manager; case 1 - Agra Trading; case 2 - Colorcare. Part 2 Analysis for marketing decisions: customer analysis; market measurement and forecasting; analysing competition and industry structure; analysing company capability; marketing information and research; case 3 - K-line Kitchens; case 4 - Equity Bank. Part 3 Making marketing decisions: market choice; competitive positioning; product choice; new product development; pricing; communication and selling; distribution; strategic marketing; case 5 - Slims Matches; case 6 Braycot Foods. Part 4 Implementing marketing decisions: marketing organisation and control; case 7 - ActionAid; case 8 - Lifetime Assurance. Part 5 Sustaining marketing focus: renewal and shared values; case 9 - Great Southern hotels; case 10 - Irish hardware wholesalers.
