Document Type

Other

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This item is available under a Creative Commons License for non-commercial use only

Publication Details

In Managing Marketing by John A. Murray and Aidan O'Driscoll. Dublin, Gill and Macmillan, 1993, pp146-162.

Abstract

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.

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Marketing Commons

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