The role of marketing research in formulation of development and marketing strategies for a spa resort in Ireland

Date of publication: June 15, 1977

Author: Macolm Connolly

Abstract:

The aim of this paper is to examine the role of marketing research in the formulation of marketing plans for Lisdoonvarna. The objectives of the study and the approach adopted are initially discussed. The results of the research and the implications of the findings for the marketing strategies adopted are examined in some detail.

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