Marketing in Action: Learning from a Small Country is a selection of 18 articles originally published in Irish Marketing Review over the last decade. The selection is set in the context of the current change in marketing thinking and practice away from exclusive focus on the high street consumer and mass advertising towards embracing relationships, networks, and new modes of competition and organisation. The book illustrates how smaller countries and more peripheral regions can contribute usefully to these emerging ideas and managerial challenges. Marketing in Action: Learning from a Small Country will be of interest both to managers and to those on senior undergraduate, MBA and executive development courses.
- ISBN10 0952359723
- ISBN13 9780952359722
- Publish Date 28 June 1997
- Publish Status Out of Print
- Out of Print 21 February 2010
- Publish Country US
- Imprint SAGE Publications Inc
- Format Hardcover
- Pages 208
- Language English