This book addresses the needs of the newcomer to marketing as well as those who wish to participate in the management of internationally competitive, growth-oriented Irish companies. It includes specially researched case studies based on marketing problems in Irish firms. The book follows a systematic approach from the planning of marketing activity, through the development of a comprehensive new service or product plan to the re-evaluation of marketing strategy.
- ISBN10 0717119521
- ISBN13 9780717119523
- Publish Date 31 December 1993
- Publish Status Out of Print
- Out of Print 10 March 2000
- Publish Country IE
- Publisher Gill
- Imprint Gill & Macmillan Ltd
- Edition 2nd edition
- Format Paperback
- Pages 512
- Language English