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Home Primary Secondary Further Education College & University Resources

Marketing An Introduction for Students in Ireland
By Donal Rogan

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.


  • New to this edition:

    • Completely updated perspectives on marketing theory and practice

    • Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline

    • New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan’s Porridge and Dubarry Footwear

    • Analysis of the changes that have taken place in the Irish marketing environment

    • Emphasis on the challenges that will face Irish marketers in coming years




  • A customer-centric approach to marketing is presented as the basis for making key decisions


Additional resources for lecturers include:

PowerPoint slides

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

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