Chapter 1: Introduction to Marketing
Chapter 2: Consumer and Organisational Buying Behaviour
Chapter 3: Company Analysis and Marketing Planning
Chapter 4: Competitor Analysis
Chapter 5: Marketing Information and Research
Chapter 6: Segmentation, Targeting and Positioning
Chapter 7: Product
Chapter 8: Price
Chapter 9: Distribution
Chapter 10: Marketing Communication
Margaret Linehan, BBS, MBS, PhD, is Head of the School of Humanities at Cork Institute of Technology.
Thérèse Cadogan, BA, HDip COFMRD, Dip in PR, lectures at St John’s Central College of Further Education and Training, Cork. She also has responsibility for the marketing of the college.