Marketing in Action: Learning from a Small Country (Best of Irish Marketing Review Series)

Marketing in Action: Learning from a Small Country is a selection of 18 articles originally published in Irish Marketing Review over the last decade.The selection is set in the context of the current change in marketing thinking and practice away from exclusive focus on the high street consumer and mass advertising towards embracing relationships, networks, and new modes of competition and organisation.The book illustrates how smaller countries and more peripheral regions can contribute usefully to these emerging ideas and managerial challenges.Marketing in Action: Learning from a Small Country will be of interest both to managers and to those on senior undergraduate, MBA and executive development courses.