Perspectives on Marketing Management in Ireland

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.