A fourth edition of this well-established, successful textbook provides an introduction to Marketing theory supported by examples of Irish and international marketing practice. A customer-centric approach to marketing is presented as the basis for making key decisions. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline.

New case studies on Nicholas Mosse Pottery, Jameson Irish Whisky and Jacobs Fruitfield are included.Suitable for 1st and 2nd year business students at third level and for students taking a marketing module as part of any other course at this level include: PowerPoint slides; Multiple Choice Questions with answers; Short Questions with answers; Video clips of key adverts; Case study teaching notes; A 'Design a Questionnaire' exercise with answer; and Advertisement images and statistics tables from the text. The author will refresh the website on an annual basis with new case studies and updated market trends/information.

Published May 2011