Overview
This volume presents readings on marketing management topics of contemporary interest, with a special focus on Ireland. The subjects covered range from strategic to operational with an emphasis on the identification of critical issues for competing successfully in international markets. The book will be an excellent reference for all marketing practitioners, and will be invaluable for marketing students interested in exploring the application of standard marketing concepts in their home market.
Full Product Details
Author: Mary Lambkin (University College Dublin) ,
Tony Meenaghan (University College Dublin)
Publisher: Oak Tree Press
Imprint: Oak Tree Press
Dimensions:
Width: 16.20cm
, Height: 24.20cm
, Length: 3.60cm
Weight: 1.120kg
ISBN: 9781872853581
ISBN 10: 1872853587
Pages: 476
Publication Date: 15 September 1994
Audience:
College/higher education
,
Professional and scholarly
,
Undergraduate
,
Postgraduate, Research & Scholarly
Format: Paperback
Publisher's Status: Active
Availability: Temporarily unavailable
The supplier advises that this item is temporarily unavailable. It will be ordered for you and placed on backorder. Once it does come back in stock, we will ship it out to you.
Reviews
1. Long-Term Trends in the Irish Economy - Kieran A. Kennedy. 2. Developments in Irish Trade During the 1980s - Dermot McAleese and Michael Gallagher. 3. Irish Market Demographics - Mary Lambkin. 4. Consumer Spending, Saving and Credit - Mary Lambkin. 5. Fundamentals of Good Marketing Practice - James J. Ward. 6. Attitude Cycles in Customer Orientation - Tony Meenaghan. 7. Quality Improvements in a Services Marketing Context - Audrey Gilmore and David Carson. 8. Customer Service and Information Technology - Christine T. Domegan and Bill Donaldson. 9. Competitive Advantage: The Vital Edge - John A. Murray. 10. Going for Growth: Strategies of High Growth Small Businesses - Colm O'Gorman and John A. Murray. 11. Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence - Donald Carson and Stanley Cromie. 12. International Brand Strategy: Its Relevance for Irish Marketing - Mary Lambkin, Tony Meenaghan and Marie O'Dwyer. 13. Quality Standards and ISO 9000: Do the Results Meet the Expectations? - Brian Fynes, Sean Ennis and Gerrard Ryan. 14. Timing Market Entry - Mary Lambkin. 15. The Changing Face of Marketing Communications - Tony Meenaghan and Caolan Mannion. 16. Corporate Identity: A Strategic Marketing Issue - Kathryn Stewart. 17. The Role of Sponsorship in the Marketing Communications Mix - Tony Meenaghan. 18. Pricing Practices in Irish Companies - Donal Keating. 19. Sales Force Management in Ireland - Sedn de Burca and Mary Lambkin. 20. Meeting Source Selection Criteria: Direct versus Distribution Channels - David Shipley, Colin Egan and Scott Edgett. 21. Value-adding Partnerships as Alternatives to Vertical Integration - Emily Boyle. 22. Manufacturer-Middlemen Relationships: A Case of Balancing the See-Saw - Sean Ennis. 23. Quantitative Research - Tom Harper. 24. Qualitative Research: Where it's At, Where it's Going - Phelim O'Leary. 25. An Analysis of Competition in the New Europe - John Fahy. 26. Successful SME Strategies for International Markets - Frank Bradley and Sean O Reagain. 27. The Exporting Activities of Small Firms in Northern Ireland - William Clarke.
