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Home Primary Secondary Further Education College & University Resources

Marketing An Introduction for Students in Ireland
By Donal Rogan
Availability: In Stock
Category(ies): Marketing

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

Author Biography

Donal Rogan BComm, HDMP, MBS is a Senior Lecturer in Marketing at the Institute of Technology Tallaght, Dublin.

Table of Contents

Part 1: Marketing: The Customer and the Business
1: Putting the Customer at the Centre
2: Marketing and Enterprise Development
Case Studies: Flahavan’s and the Renaissance of Porridge; Tayto: Still Ireland’s Favourite; Nicholas Mosse Pottery (Updated)
Part 2: The Market
3: The Forces in the Irish Marketing Environment
4: Marketing Research
5: Market Segmentation, Targeting and Positioning
6: Understanding Consumer Behaviour
Case Studies: Dubarry Footwear, Marketing in an increasingly diverse market
Part 3: The Marketing Mix
7: The Product
8: Pricing Decisions
9: Marketing Communication
10: Marketing Channels
Case Studies: The Love Irish Foods Branding Initiative; Jacob Fruitfield Food Group (Updated)
Part 4: Marketing Applications
11: The Marketing of Services
12: International Marketing
13: Business-to-Business Marketing
14: Marketing for Non-Profit Organisations
Case Studies: The Community Games Movement; Jameson Irish Whiskey (Updated)
Part 5: Marketing Strategy and Planning
15: Marketing Strategy and Planning
Case Studies: Newbridge Silverware (updated)

Publication Details
Format Paperback, 456 pages
ISBN 9780717149810
Imprint Gill & Macmillan
Language English
Product Dimensions 245 x 175
Publication Date May 2011

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