Foreword by Patrick Guinness

Introduction

1. 959-1969: New beginnings

2. 1970-1979: Emerging voices

3. 1980-1989: Economic hardship

4. 1990-1999: A period of unprecedented change

Concluding thoughts

Bibliography

Index

Dr Patricia Medcalf is a Lecturer in Advertising and Marketing at TU Dublin where she is course leader on the Bachelor degree programme in Advertising and Marketing Communications. She previously worked as Project Director with corporate and brand identity specialists Brand Union (formerly known as The Identity Business). Before that she was a marketing consultant with Siemens in Dublin and an account manager with Brann Direct Marketing in the UK. In 2004, she published the textbook, Marketing Communications: An Irish Perspective. Her PhD thesis analysed five decades of Guinness Advertising in Ireland. Recent publications in this area include a chapter in Patriomoine/Cultural Heritage in France and Ireland (2019).