The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice.
Additional resources for lecturers include:
Multiple choice questions with answers
Short questions with answers
Case study teaching notes
A ‘Design a Questionnaire’ exercise with answer
Advertisement images and statistics tables from the text
- First and Second year business students at third level
- Students taking a marketing module as part of any other course
Donal Rogan BComm, HDMP, MBS is a Senior Lecturer in Marketing at the Institute of Technology Tallaght, Dublin.
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