Make That Grade Marketing
4th Edition
Published on 26. August 2011
Book
Paperback/Softback
244 pages
978-0-7171-4982-7 (ISBN)
Description
An overview of marketing principles and concepts, updated to reflect the challenges of the global recession.
New to this edition:
Impact of the economic downturn on pricing
New technology for marketing information and research
Impact of online distribution
New methods of marketing communications
New case studies at the end of each chapter
Presented with clearly defined learning objectives and revision questions at the end of each chapter.
Written with a clear focus on the learner.
SUITABLE FOR
Students taking a marketing module as part of a degree or diploma programme.
Students taking Marketing Institute of Ireland exams.
Students taking marketing modules at FETAC Level 6.
New to this edition:
Impact of the economic downturn on pricing
New technology for marketing information and research
Impact of online distribution
New methods of marketing communications
New case studies at the end of each chapter
Presented with clearly defined learning objectives and revision questions at the end of each chapter.
Written with a clear focus on the learner.
SUITABLE FOR
Students taking a marketing module as part of a degree or diploma programme.
Students taking Marketing Institute of Ireland exams.
Students taking marketing modules at FETAC Level 6.
More details
Series
Edition
4th Revised edition
Language
English
Place of publication
Dublin
Ireland
Publishing group
Gill
Target group
Adult education
College/higher education
Primary & secondary/elementary & high school
Edition type
Revised edition
Dimensions
Height: 234 mm
Width: 155 mm
Thickness: 13 mm
Weight
386 gr
ISBN-13
978-0-7171-4982-7 (9780717149827)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Margaret Linehan, BBS, MBS, PhD, is Head of the School of Humanities at Cork Institute of Technology.
Therese Cadogan, BA, HDip COFMRD, Dip in PR, lectures at St John's Central College of Further Education and Training, Cork. She also has responsibility for the marketing of the
Margaret Linehan, BBS, MBS, PhD, is Head of the School of Humanities at Cork Institute of Technology.
Therese Cadogan, BA, HDip COFMRD, Dip in PR, lectures at St John's Central College of Further Education and Training, Cork. She also has responsibility for the marketing of the college.
Therese Cadogan, BA, HDip COFMRD, Dip in PR, lectures at St John's Central College of Further Education and Training, Cork. She also has responsibility for the marketing of the
Margaret Linehan, BBS, MBS, PhD, is Head of the School of Humanities at Cork Institute of Technology.
Therese Cadogan, BA, HDip COFMRD, Dip in PR, lectures at St John's Central College of Further Education and Training, Cork. She also has responsibility for the marketing of the college.
Content
Chapter 1: Introduction to Marketing
Chapter 2: Consumer and Organisational Buying Behaviour
Chapter 3: Company Analysis and Marketing Planning
Chapter 4: Competitor Analysis
Chapter 5: Marketing Information and Research
Chapter 6: Segmentation, Targeting and Positioning
Chapter 7: Product
Chapter 8: Price
Chapter 9: Distribution
Chapter 10: Marketing Communication
Chapter 2: Consumer and Organisational Buying Behaviour
Chapter 3: Company Analysis and Marketing Planning
Chapter 4: Competitor Analysis
Chapter 5: Marketing Information and Research
Chapter 6: Segmentation, Targeting and Positioning
Chapter 7: Product
Chapter 8: Price
Chapter 9: Distribution
Chapter 10: Marketing Communication