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Articles 211 - 240 of 249
Full-Text Articles in Marketing
Irish Marketing Review, Vol. 9, 1996, Unknown
Irish Marketing Review, Vol. 9, 1996, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Reconsidering The Management Of Marketing, John Murray, Aidan O'Driscoll
Reconsidering The Management Of Marketing, John Murray, Aidan O'Driscoll
Articles
The pace and extent of change in marketing landscape over the past decade has left many questioning the worth of marketing and its tenets. For many marketing educators it is a period of doubt and self-searching about the efficacy and role of the discipline. Yet empirical evidence reveals firms that have not only coped with these changing circumstances but have also found new and imaginative ways of winning competitive advantage. Marketing practice is adopting novel shapes and modes. In the field of management in general, new approaches to understanding and running organisations are being considered. One way of comprehending an …
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
Articles
To most practitioners, effective marketing has invariably meant "looking after the customer". However, attention is being increasingly directed at the preposition in this expression. " Looking after the customer " is more than ever a matter of "looking to the customer afterwards". Customer aftercare can take many forms, from courtesy phone calls to special client get-togethers. It seems reasonable to suppose that each form may have a characteristic impact on customer satisfaction. This article examines one particular form of consumer aftercare, postpurchase written communications. It investigates whether letters sent by a PC retailer to a sample of recent purchases increased …
Perceived Barriers To Innovation In Small To Mediume Enterprises (Smes), Thomas Cooney
Perceived Barriers To Innovation In Small To Mediume Enterprises (Smes), Thomas Cooney
Articles
Innovation is crucial to the successful development of small to medium-sized enterprises- and SMEs themselves are key to the continuing growth of the economy. Yet the owner/managers of many SMEs perceive the existence of many barriers to innovation. Whether such obstacles are real or merely perceived makes little difference to the strategic management and marketing practice of these firms. To illustrate this problem, this article reports both quantitative and qualitative research about barriers to innovation in smaller firms. A postal survey of 375 owner/managers who empoly fewer than 50 people indicated these managers' views and concerns about a range of …
Imr Case Study - Kleen, Brenda Cullen
Imr Case Study - Kleen, Brenda Cullen
Issues
This case looks at a firm's dilemma about whether or not to invest in developing an existing brand in a rapidly changing detergent product market. Three experts comment.
Rockers For Walkers, Gerry Mortimer
Rockers For Walkers, Gerry Mortimer
Case studies
In 1995, James Boylan and Sons Ltd. was celebrating its fiftieth year of trading, though its origins dated back further. It was still mostly owned by the Boylan family who had controlled it since its inception. The company was based in the tiny and now largely deserted village of Mullan close to Emyvale in Co. Monaghan in the Republic of Ireland.
Fire Hose Technologies, Gerry Mortimer
Irish Marketing Review, Vol. 8, 1995, Unknown
Irish Marketing Review, Vol. 8, 1995, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Irish Marketing Review, Vol. 7, 1994, Unknown
Irish Marketing Review, Vol. 7, 1994, Unknown
Issues
The Irish Marketing Review is a journal that deals with issues, development, research and practices in Marketing.
The Senior Market: Opportunity Or Oxymoron?, Darach Turley
The Senior Market: Opportunity Or Oxymoron?, Darach Turley
Articles
The “senior market” – males and females of 65 and over – is of enormous size and growth potential worldwide and commands sizeable financial resources. Yet stereotypical thinking abounds when it comes to this senior market: over 65s are too “rigid” to innovate; they lack spending power; it is inappropriate to segment this apparently homogeneous market. However, recent research is indicating that the opposite is in fact the case. Despite this evidence, few firms appear to operate the marketing concept in a comprehensive fashion for older consumers; their response is at best lacklustre, at worst denigratory. This article attempts to …
Irish Marketing Review, Vol. 6, 1993, Unknown
Irish Marketing Review, Vol. 6, 1993, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Euro Coach Builders, Gerry Mortimer
Euro Coach Builders, Gerry Mortimer
Case studies
Joe Ferry was a native of the Gaeltach region of Gweedore in the north western part of Donegal. The county of Donegal itself occupies the north west corner of Ireland. Its geographical position is unusual in that it is virtually bounded on all sides by the Atlantic Ocean or the border with Northern Ireland, though the county is part of the Irish Republic. In the south of the county the neck of land linking Donegal with the Irish Republic is less than 5 miles wide at one point. The partition of Ireland in 1922 deprived the county of much of …
Irish Hardware Wholesalers, Aidan O'Driscoll, John Murray Dr.
Irish Hardware Wholesalers, Aidan O'Driscoll, John Murray Dr.
Case studies
This case study deals with the following issues: industry analysis and understanding the business system; generic competitive strategies; innovating business practice and sustaining competitive advantage.
Lifetime Assurance, Aidan O'Driscoll
Lifetime Assurance, Aidan O'Driscoll
Case studies
This case study deals with the following issues : organisation development and corporate culture in implementing strategy ; customer relationship managment and service quality; winning market focus.
Great Southern Hotels, Aidan O'Driscoll, John Murray Dr.
Great Southern Hotels, Aidan O'Driscoll, John Murray Dr.
Case studies
This case study deals with the following issues: strategic choice and turnaround strategy: role of marketing in the process; sustaining market force; public sector enterprise; tourism/hospitality industry and national planning.
Equity Bank, Aidan O'Driscoll
Equity Bank, Aidan O'Driscoll
Case studies
This case study deals with the following issues: product and service definition; market analysis and segmentation; niche marketing; developing and setting in place a new business strategy.
Braycott Foods, Gerry Mortimer
Braycott Foods, Gerry Mortimer
Case studies
This case study deals with the following issues: product development; positioning and rationalisation; consumer research; channels of distribution; international marketing; synergy in acquisition; developing a marketing plan.
Slims Matches, Aidan O'Driscoll
Slims Matches, Aidan O'Driscoll
Case studies
This case study deals with the following issues: market segmentation; return on investment; pricing, promotion and merchandising; prodcut cannibalisation; role of market research.
Colorcare, Aidan O'Driscoll, John Murray Dr.
Colorcare, Aidan O'Driscoll, John Murray Dr.
Case studies
The issues this case study deals with are: Managing in the marketing function in regard to product development, pricing, promotion and channel selection; in particular how distribution channels non only evolve but can change dramatically, and the consequence reconfiguring of the marketing mix.
K-Line Kitchens, Aidan O'Driscoll, John Murray Dr.
K-Line Kitchens, Aidan O'Driscoll, John Murray Dr.
Case studies
This case study deals with the following issues: developing a basic marketing awareness and direction in the case of a small company; understanding consumer behaviour and market research; analysing company capability and competitors; price/quality issues, product development, distribution channels and promotion.
Agra Trading, Aidan O'Driscoll, John Murray Dr.
Agra Trading, Aidan O'Driscoll, John Murray Dr.
Case studies
The issues this case study deals with are; Industry structural analysis, understanding the business system, from commodity products to niche marketing, feasibility of launching an international branded product from Ireland.
Actionaid, Aidan O'Driscoll
Actionaid, Aidan O'Driscoll
Case studies
The issues which this case study deals with are;Marketing for the non-profit organisation, developing and implementing a ploan, consumer research, donor channels, promotion, advertising and media decision-making.
Biotechnology: Beauty Or Beast?, Kate Ui Ghallachoir
Biotechnology: Beauty Or Beast?, Kate Ui Ghallachoir
Articles
In recent years scientific advances have transformed that group of technologies referred to as biotechnology into a set of increasingly powerful tools for many industries. Biotechnology is identified by many as an important factor determining the future sucess of industries as diverse as healthcare and agriculture. In Ireland biotechnology use and development is a recognised area of strategic priority. The research presented here investigates factors suggested as affecting the rate and diffusion of new biotechnological techniques in the food and drink industry. It represents just part of more extensive ongoing research at the Technological University Dublin, College of Marketing and …
Irish Marketing Review, Compendium Vols. 1-5, Unknown
Irish Marketing Review, Compendium Vols. 1-5, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in Marketing.
Irish Marketing Review, Vol. 5, No.2, 1990/91, Unknown
Irish Marketing Review, Vol. 5, No.2, 1990/91, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Irish Marketing Review, Vol. 5, No. 1, 1990/91, Unknown
Irish Marketing Review, Vol. 5, No. 1, 1990/91, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Irish Marketing Review, Vol. 5, No.3, 1990/91, Unknown
Irish Marketing Review, Vol. 5, No.3, 1990/91, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice into marketing.
Irish Marketing Review, Vol. 4, No.1, 1989, Unknown
Irish Marketing Review, Vol. 4, No.1, 1989, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in Marketing.
Irish Marketing Review, Vol. 4, No. 3. 1989/90, The Marketing Institute
Irish Marketing Review, Vol. 4, No. 3. 1989/90, The Marketing Institute
Issues
The Irish Marketing Review deals with issues, developments, research and practice in Marketing.
Irish Marketing Review, Vol. 3, 1988., Aidan O'Driscoll
Irish Marketing Review, Vol. 3, 1988., Aidan O'Driscoll
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.