New to this edition:

• Impact of the economic downturn on pricing
• New technology for marketing information and research
• Impact of online distribution
• New methods of marketing communications
• New case studies at the end of each chapter

Presented with clearly defined learning objectives and revision questions at the end of each chapter. Written with a clear focus on the learner.

Suitable for:

• Students taking a marketing module as part of a degree or diploma programme.
• Students taking Marketing Institute of Ireland exams.
• Students taking marketing modules at FETAC Level 6.

Table of Contents

• Chapter 1: Introduction to Marketing
• Chapter 2: Consumer and Organisational Buying Behaviour
• Chapter 3: Company Analysis and Marketing Planning
• Chapter 4: Competitor Analysis
• Chapter 5: Marketing Information and Research
• Chapter 6: Segmentation, Targeting and Positioning
• Chapter 7: Product
• Chapter 8: Price
• Chapter 9: Distribution
• Chapter 10: Marketing Communication