The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice.

• New to this edition:
  
  
  • Completely updated perspectives on marketing theory and practice
    
    
  • Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline
    
    
  • New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan's Porridge and Dubarry Footwear
    
    
  • Analysis of the changes that have taken place in the Irish marketing environment
    
    
  • Emphasis on the challenges that will face Irish marketers in coming years

• A customer-centric approach to marketing is presented as the basis for making key decisions

Additional resources for lecturers include:

PowerPoint slides

Multiple choice questions with answers

Short questions with answers

Case study teaching notes

A 'Design a Questionnaire' exercise with answer

Advertisement images and statistics tables from the text

SUITABLE FOR

- First and Second year business students at third level

- Students taking a marketing module as part of any other course