Make That Grade: Marketing (4th Edition)

Margaret Linehan, Thérèse Cadogan,
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Quick Overview

4th Edition. An overview of marketing principles and concepts, updated to reflect the challenges of the global recession.

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
More Information
ISBN/EAN 9780717149827
Author Margaret Linehan, Thérèse Cadogan,
Publisher Gill Education
Imprint Gill Education Tertiary
Publication date 20 Nov 2008
Format Paperback
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