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.