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Current Search:
'Marketing' in all fields;
259 items found
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Displaying Results 76 - 100 of 259 on page 4 of 11
Marked
Mark
In search of search engine marketing strategy amongst SME's
(2009)
Barry, Chris; Charleton, Debbie
In search of search engine marketing strategy amongst SME's
(2009)
Barry, Chris; Charleton, Debbie
Abstract:
Researchers have identified the Web as a searchers first port of call for locating information. Search Engine Marketing (SEM) strategies have been noted as a key consideration when developing, maintaining and managing Websites. A study presented here of SEM practices of Irish small to medium enterprises (SMEs) reveals they plan to spend more resources on SEM in the future. Most firms utilize an informal SEM strategy, where Website optimization is perceived most effective in attracting traffic. Respondents cite the use of ¿keywords in title and description tags¿ as the most used SEM technique, followed by the use of ¿keywords throughout the whole Website¿; while ¿Pay for Placement¿ was most widely used Paid Search technique. In concurrence with the literature, measuring SEM performance remains a significant challenge with many firms unsure if they measure it effectively. An encouraging finding is that Irish SMEs adopt a positive ethical posture when undertaking SEM.
http://hdl.handle.net/10379/1508
Marked
Mark
Including the Customer in Efficiency Analysis:Evidence of a Hybrid Relational-Transactional Approach
(2010)
Coughlan, Joseph; Shale, Estelle; Dyson, Robert
Including the Customer in Efficiency Analysis:Evidence of a Hybrid Relational-Transactional Approach
(2010)
Coughlan, Joseph; Shale, Estelle; Dyson, Robert
Abstract:
<p><em><a href="http://www.sciencedirect.com/science/journal/10754253" id="x-x-ddJrnl" >Purpose This paper illustrates the effect of including the customer as a resource in efficiency measurement. Variations in counting the customer illustrate the different impacts on efficiency between a transactional and a relational approach to bank branch marketing. Design/methodology/approach The paper uses Data Envelopment Analysis (DEA) to analyse the efficiency of the branch network under consideration. This technique, while well established in the bank branch efficiency literature, is used here to gain insight into how relationship and transactional paradigms are affecting performance. Findings Although the average profile of the efficiency scores was similar, the scores of the individual branches differed greatly depending on how customers were counted. Some branches then can be typified as relationship oriented while others as transactions oriented be...
http://arrow.dit.ie/buschacart/7
Marked
Mark
Electronic Customer Relationship Management (eCRM): Opportunities and Challenges in a Digital World
(2006)
Kennedy, Aileen
Electronic Customer Relationship Management (eCRM): Opportunities and Challenges in a Digital World
(2006)
Kennedy, Aileen
Abstract:
Electronic customer relationship management (eCRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. ECRM is the proverbial double-edge sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This challenges companies considering its adoption and implementation. This paper explores the marketing opportunities eCRM creates for companies such as enhanced customer interactions and relationships as well as personalisation options, all of which are potential sources of competitive advantage. It also explores the challenges confronting companies implementing eCRM such as managing an on-line channel, date integration issues and information technology (IT) architecture challenges. Directions for future research are also suggested.
http://arrow.dit.ie/buschmarart/74
Marked
Mark
Irish Marketing Review, Vol. 20, no. 2, 2009
(2010)
Irish Marketing Institute
Irish Marketing Review, Vol. 20, no. 2, 2009
(2010)
Irish Marketing Institute
Abstract:
<p>Special Issue: Finding an Irish Voice: Reflections on Celtic Consumer Society and Social Change, Edited by Alan Bradshaw, Pierre McDonagh and David Marshall</p>
http://arrow.dit.ie/jouimriss/33
Marked
Mark
Developing Ireland as a successful garden tourism destination
(1999)
gorman, Catherine Elizabeth
Developing Ireland as a successful garden tourism destination
(1999)
gorman, Catherine Elizabeth
Abstract:
The marketing of Ireland as a garden destination has been evolving over the past six years. The complexity of Ireland’s history and modern circumstances have led to the demise of Irish gardens over the past three centuries. An initiative entitled The Great Gardens of Ireland Restoration Programme has been operated under the Operational Programme for Tourism 1994-99 which has been funded by the European Union. The outcome of the scheme has been twofold; the funding has rescued a significant part of Irish heritage and history; it has provided many new comprehensive tourist attractions to both the domestic and overseas market. A more widely focused market should be targeted to ensure that tourism is successful in fostering sustainability in part of the Irish heritage. A Case study of Ballinlough Castle, County Westmeath outlines their part in the programme.
http://arrow.dit.ie/tfschmtcon/3
Marked
Mark
Managing Change Towards Service Excellence: SDS a Case Study
(1999)
Gorman, Jean, (Thesis)
Managing Change Towards Service Excellence: SDS a Case Study
(1999)
Gorman, Jean, (Thesis)
Abstract:
<p>In a business environment where change is the only constant, companies must direct their attention to activities that will make their offerings excellent. The attainment of service excellence is a very prominent theme in the literature on services marketing. However, while the benefits of programs to achieve this status are unquestionable, there are in fact very few service companies that are regarded as excellent in the market place. Therefore the main objective is to determine how a company manages the activities towards achieving service excellence. The foundations of the primary research lie in both the literature on change management and service excellence. The approach taken to the research is qualitative in nature; more specifically the end result takes the format of a case study. The primary research involves in depth interviews with a company that is highly regarded by both customers and competitors. Informants include employees, ranging from top management to fron...
http://arrow.dit.ie/busmas/10
Marked
Mark
Landscape and Geotourism: market typologies and visitor needs
(2007)
Gorman, Catherine Elizabeth
Landscape and Geotourism: market typologies and visitor needs
(2007)
Gorman, Catherine Elizabeth
Abstract:
Purpose: The purpose of this paper is to explore Geotourism (landscape tourism) in the context of the Irish tourism experience, to develop visitor typologies and propose an approach that will ensure greater sustainability by addressing market value and requirements through the use of marketing techniques and tools. Methodology/Approach: An evaluation of existing geotourism resources and information was undertaken. A gap was identified in terms of marketing the Geotourism product. This gap is identified as a break the delivery of the experience to the most suitable customer and is addressed by identifying specific typologies, their requirements and making suggestions in terms of delivery. . Findings: Four main markets are identified. Each has both positive and negative impacts on the tourism resource. However as the resource in the infancy stage of lifecycle, a number of suggested approaches may ensure a more sustainable path through its cycle. A more focused marketing approach ...
http://arrow.dit.ie/tfschmtcon/2
Marked
Mark
Stuart Crystal
(2002)
Mortimer, Gerry
Stuart Crystal
(2002)
Mortimer, Gerry
Abstract:
<p>In August 1995 the crystal manufacturing firm of Stuart and Sons was purchased by Waterford Wedgewood plc. The company, which had been family owned since its inception, had not been profitable for some years. After the takeover the initial focus was on operational issues. Those took longer to resolve than had been anticipated.</p>
http://arrow.dit.ie/buschmarcas/8
Marked
Mark
Focusing on Logistics to Improve Customer Service: the Case of Transnational Optical
(2002)
Wilcox, Mary
Focusing on Logistics to Improve Customer Service: the Case of Transnational Optical
(2002)
Wilcox, Mary
Abstract:
<p>Siobhan Ward, Supply Chain Director for Transnational Optical in Ireland, considered what the plant management team had to achieve. The team had decided that decisive action was needed to increase control of the supply chain with a view to improving customer service and removing ‘noise’ from the system.</p>
http://arrow.dit.ie/buschmarcas/10
Marked
Mark
Food Retailing in Ireland: at a Crossroads of Change
(2005)
Foley, Edel
Food Retailing in Ireland: at a Crossroads of Change
(2005)
Foley, Edel
Abstract:
<p>As a consultant in comparative retailing systems, Ulrike Johnson is responsible for advising international retailers about brands, markets, and key drivers of change. Her current assignment involves advising a European food retailer about current trends and prospects in the food retailing business in the Republic of Ireland, with a view to assessing the possibility of entering the market.</p>
http://arrow.dit.ie/buschmarcas/15
Marked
Mark
Green Engineering Services Limited
(2005)
Mortimer, Gerry
Green Engineering Services Limited
(2005)
Mortimer, Gerry
Abstract:
<p>“Sometimes in my darker moments I think that, if I had ducks they’d drown, and this is one of those moments. You will have heard the announcement that Fruit of the Loom are closing down the remainder of their operations in the northwest”, Manus Green said, discussing his latest predicament with his friend and occasional advisor Paul Staunton. Manus with his wife Claire, was owner of Green Engineering Services Ltd., a small precision engineering company based on an industrial estate in West Donegal.</p>
http://arrow.dit.ie/buschmarcas/12
Marked
Mark
Buy4Now: Ireland's Online Shopping Centre
(2005)
Coughlan, Joseph; Kennedy, Aileen
Buy4Now: Ireland's Online Shopping Centre
(2005)
Coughlan, Joseph; Kennedy, Aileen
Abstract:
<p>In February 2004 the CEO of Buy4Now, Ali Murdoch, finds himself in the enviable position of having several growth avenues and opportunities for company expansion to pursue. Domestically, he has issues such as customer acquisition and retention, new processes such as Central Checkout technology, growth in the adoption of broadband technology, the addition of new partners to the portal and the management and growth of advertising revenue demand attention. Recruiting additional staff is also on the agenda for 2004 across several functional areas.</p>
http://arrow.dit.ie/buschmarcas/14
Marked
Mark
Facilitators and Inhibitors of Supply Chain Innovation-prospects for Supply Chain Managment in the Irish Grocery Sector
(2001)
Keegan, Joan; O'Callaghan, Edmund; Wilcox, Mary
Facilitators and Inhibitors of Supply Chain Innovation-prospects for Supply Chain Managment in the Irish Grocery Sector
(2001)
Keegan, Joan; O'Callaghan, Edmund; Wilcox, Mary
Abstract:
<p>Supply chain management is one of the most significant strategic challenges currently facing the Irish grocery sector. The UK grocery market with its emphasis on composite deliveries via regional distribution centres is extremely sophisticated; the Irish grocery sector, however, is in the embryonic stage of implementing central distribution. The potential to develop innovative supply chain systems is mediated by both national logistic-related variables and company characteristics. In addition to competitor activity and market forces, drivers and inhibitors such as economic growth, consumer preferences, the regulatory environment and physical and technological infrastructure influence the evolution of supply chain systems. This paper presents a profile of the Irish grocery market and a framework within which to analyse the facilitators and inhibitors of supply chain innovation based on international trends mediated by national characteristics.</p>
http://arrow.dit.ie/buschmarart/31
Marked
Mark
In the Eye of a Storm: Battling with the Discounters in a Local Market
(2005)
Wilcox, Mary; O'Callaghan, Edmund
In the Eye of a Storm: Battling with the Discounters in a Local Market
(2005)
Wilcox, Mary; O'Callaghan, Edmund
Abstract:
<p>Chris Harmon, senior manager with the Moriarty Group of SuperValu symbol stores, sat at his desk contemplating the future. Despite the intensifying challenges of a dynamic grocery market he was well satisfied with the success of the Group’s three supermarkets. The three stores, owned by Luke Moriarty, operate under the aegis of the Musgrave Group of independent SuperValu retailers. These independent retailers had not only survived Tesco’s arrival in Ireland, but the group as a whole had grown market share.</p>
http://arrow.dit.ie/buschmarcas/13
Marked
Mark
National Irish Bank: Coping with a Crisis and Beyond
(2000)
Mortimer, Gerard
National Irish Bank: Coping with a Crisis and Beyond
(2000)
Mortimer, Gerard
Abstract:
<p>As March 1998 drew to a close, management at National Irish Bank (NIB) would have been forgiven for believing that the bank’s situation could not get any worse. The bank had just issued a robust defence of its position in relation to an off shore bond scheme which had been the subject of much media and political debate for the previous two months. In particular, it had severely criticised RTE, the state owned television and radio corporation, and the two RTE journalists who had broken and dominated the story.</p>
http://arrow.dit.ie/buschmarcas/1
Marked
Mark
Euroclicking and the Irish SME: Prepared for E-commerce and the Single Currency
(2000)
McDonagh, Pierre; Prothero, Andrea
Euroclicking and the Irish SME: Prepared for E-commerce and the Single Currency
(2000)
McDonagh, Pierre; Prothero, Andrea
Abstract:
<p>There is much technological hype (see Gates, 1999) as to the consequences of operating within cyberspace (Gibson, 1994) in an e-commerce capacity, at a time of operationalising European economic union within "Euroland". Debates centre on the need to theorise cyberspace (Besser, 1995) and the individualisation offered from organisations in serving e-customers, both from business to business to consumer perspectives. There is however, limited investigation as to how small to medium sized enterprises (SMEs) are preparing for this electronic or euro transmogrification. This article seeks to redress this by providing insight into these issues and draws upon an empirical analysis of Irish SMEs conducted in October 1999 by Business Strategies Ltd. and Grant Thorton International. The survey forms part of a wider European based survey that has been conducted annually for the past seven years, although the focus of questions alters each year. Here the focus is on the resu...
http://arrow.dit.ie/buschmarart/20
Marked
Mark
Who Cares, Wins: the Students 10K Walk for the Chernobyl Children's Project
(2002)
McGrath, Joe
Who Cares, Wins: the Students 10K Walk for the Chernobyl Children's Project
(2002)
McGrath, Joe
Abstract:
<p>Julian de Spainn, President of the Union of Students in Ireland looked around The Hub, a student bar in the Dublin City University campus. He was exhausted. So were the twenty or so people around him. Most of those present were fellow officers in USI. Earlier that day, Julian had witnessed a unique event in Irish student history. It was an event of which he was justifiably proud.</p>
http://arrow.dit.ie/buschmarcas/11
Marked
Mark
Euro Coach Builders
(1993)
Mortimer, Gerry
Euro Coach Builders
(1993)
Mortimer, Gerry
Abstract:
<p>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 its natural hinterland in the adjoining city and county of Derry which marks the western border of Northern Ireland.</p>
http://arrow.dit.ie/buschmarcas/6
Marked
Mark
RTE Publishing Ltd
(2005)
Mortimer, Gerry
RTE Publishing Ltd
(2005)
Mortimer, Gerry
Abstract:
<p>The publishing division came into being as RTE Publishing Ltd in May 2003. Muirne Laffan was appointed Executive Director of RTE Publishing. Having spent several years in New York with the advertising agency McCann Erickson, Muirne had joined RTE to head up its commercial activities division some 18 months previously. With the reorganisation, some of these activities had been moved. Thus, for example, TV programme sales became part of the TV division to ensure that issues involved in programme sales were incorporated into programme planning at an early stage.</p>
http://arrow.dit.ie/buschmarcas/5
Marked
Mark
IMR case study - Kleen
(1995)
Cullen, Brenda
IMR case study - Kleen
(1995)
Cullen, Brenda
Abstract:
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.
http://arrow.dit.ie/jouimriss/31
Marked
Mark
The village as a tourist destination: Moynalty, a case study
(2000)
Dargan, Pat
The village as a tourist destination: Moynalty, a case study
(2000)
Dargan, Pat
http://arrow.dit.ie/schfsehoth/20
Marked
Mark
Technology-induced changes in consumer behaviour: a study of the impact of emerging ICTs on the consumer behaviour of the youth market
(2006)
CLAFFEY, ETHEL; Brady, Mairead
Technology-induced changes in consumer behaviour: a study of the impact of emerging ICTs on the consumer behaviour of the youth market
(2006)
CLAFFEY, ETHEL; Brady, Mairead
Abstract:
Young adults are the consumer of the future. They have been described as ‘the engine of growth’ over the next two decades and ‘agents of change’ in the world of marketing. Young adults inhabit an exciting and ever-changing digital marketplace. They are early adopters and key influencers of new technology. Although this group is still motivated by the same aspirations as previous generations, the key differences today are the new communication channels that they use. Next generation information and communication technologies (ICTs) may dramatically change the way the youth market makes buying decisions and could redefine how marketers can reach consumers. This study examines if there is a new IT-enabled consumer that inhabits an interactive marketplace characterised by high levels of heterogeneity. It assesses whether this new consumer will make traditional approaches to marketing redundant. It critically evaluates the attributes of next generation ICTs and their impact on the ...
http://hdl.handle.net/2262/29488
Marked
Mark
Researching the role of information and communication technology (ICT) in contemporary marketing practices
(2008)
BRADY, MAIREAD; FELLENZ, MARTIN
Researching the role of information and communication technology (ICT) in contemporary marketing practices
(2008)
BRADY, MAIREAD; FELLENZ, MARTIN
Abstract:
peer-reviewed
http://hdl.handle.net/2262/2018
Marked
Mark
Why the Tail Should Not Wag the Dog:Integrating the Deployment of Information and Communication Technologies (ICT) in Service Innovation and Delivery
(2006)
BRADY, MAIREAD; FELLENZ, MARTIN
Why the Tail Should Not Wag the Dog:Integrating the Deployment of Information and Communication Technologies (ICT) in Service Innovation and Delivery
(2006)
BRADY, MAIREAD; FELLENZ, MARTIN
Abstract:
peer-reviewed
Services are fast overtaking products as the basis for the predominant economic model for companies and countries. Successful service organisations tend to employ a particular service logic that combines transactional and relational aspects. In the context of this service logic, there has been a lack of debate on the most appropriate role for Information and Communication Technology (ICT). In particular the question of the overall impact of increasing deployment of ICT from both organisational and customer perspectives has not been sufficiently explored. Does ICT add value to service marketing considering that one of the major elements of service marketing is the interpersonal relationship which is now mediated in many cases through ICT? Within a review of the extant literature in this area we suggest that ICT needs to be subservient to the creation of value for the customer. Decisions on how to use ICT are too often driven by what is technologically possible rathe...
http://hdl.handle.net/2262/1640
Marked
Mark
Child Targeted TV Advertising and its influence on the Child- Parent Purchase Relationship:
(2005)
Nash, Catriona; Basini, Serge
Child Targeted TV Advertising and its influence on the Child- Parent Purchase Relationship:
(2005)
Nash, Catriona; Basini, Serge
Abstract:
<p>Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary data exploring TV advertising and its effects on the parent child purchase relationship.</p>
http://arrow.dit.ie/buschrsmcon/11
Displaying Results 76 - 100 of 259 on page 4 of 11
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