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.