Rhetoric and Reality of Marketing: An International Managerial Approach

Overview

This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply ...

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Overview

This book compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device or whether it is deeply embedded in organizational culture.

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Product Details

  • ISBN-13: 9780333987322
  • Publisher: Palgrave Macmillan
  • Publication date: 3/28/2003
  • Edition description: REV
  • Pages: 192
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.56 (d)

Meet the Author

Philip J. Kitchen is Chair of Strategic Marketing, The Business School, University of Hull.

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Table of Contents

List of Figures
List of Tables
Notes on the Contributors
Acknowledgements
List of Abbreviations
1 Editorial Stance on The Rhetoric and Reality of Marketing: An International Managerial Approach 1
2 The Rhetoric and Reality of Marketing in France 14
3 The Rhetoric and Reality of Marketing in the UK 27
4 The Rhetoric and Reality of Marketing in Cyprus 48
5 The Rhetoric and Reality of Marketing in New Zealand 72
6 The Rhetoric and Reality of Marketing in South Korea 87
7 The Rhetoric and Reality of Marketing in Malaysia 106
8 The Rhetoric and Reality of Marketing in Bulgaria 120
9 The Rhetoric and Reality of Marketing in India 146
10 Drawing the Strands Together 175
Bibliography 183
Index 193
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