Perspectives on Marketing Management in Ireland
Insights into contemporary marketing practices and challenges
Mary Lambkin author Tony Meenaghan author
Format:Paperback
Publisher:Oak Tree Press
Published:15th Sep '94
Currently unavailable, our supplier has not provided us a restock date
This book offers insights into marketing management, focusing on contemporary issues in Ireland and providing valuable resources for practitioners and students.
In Perspectives on Marketing Management in Ireland, readers are introduced to a comprehensive exploration of marketing management topics that resonate with contemporary issues, particularly within the Irish context. This book delves into a range of subjects, from strategic frameworks to operational tactics, all while emphasizing the importance of identifying critical issues that can influence success in international markets. The insights provided are particularly relevant for understanding the unique challenges and opportunities faced by marketers in Ireland today.
The volume is structured to cater to both marketing practitioners and students alike. For practitioners, it serves as a valuable reference, offering insights that can be applied directly to real-world scenarios. Students, on the other hand, will find it an invaluable resource as they seek to connect standard marketing concepts with practical applications in their home market. The blend of theory and practice makes this book a must-have for anyone looking to deepen their understanding of marketing management in Ireland.
Through its well-researched content, Perspectives on Marketing Management in Ireland not only addresses the current state of marketing practices but also encourages readers to think critically about the evolving landscape. Whether you're a seasoned marketer or a student just starting out, this book provides the tools and knowledge necessary to navigate the complexities of the marketing world effectively.
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.
ISBN: 9781872853581
Dimensions: 36mm x 162mm x 242mm
Weight: 1116g
476 pages