The Rhetoric and Reality of Marketing: An International Managerial Approach

The Rhetoric and Reality of Marketing: An International Managerial Approach

by P. Kitchen
     
 

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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

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.

Editorial Reviews

From the Publisher

'The book is an important tool for academics and practitioners who wish to develop an understanding of marketing as practised by firms within an international context.' - Journal of International Marketing and Marketing Research

Product Details

ISBN-13:
9780333987322
Publisher:
Palgrave Macmillan UK
Publication date:
04/15/2003
Edition description:
2003
Pages:
202
Product dimensions:
5.51(w) x 8.50(h) x 0.02(d)

Meet the Author

PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, Paris
MARTIN EVANS Senior Teaching Fellow, Cardiff Business School
IOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, Intercollege
LYNNE EAGLE Senior Marketing Lecturer at Massey University, New Zealand
DONGJIN YOON Professor In the Division of Business Administration, Woosuk University of Korea
INCHUL KIM Professor of Advertising and Public Relations, Dongeui University, Korea
ROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, Malaysia
VESSELIN BLAGOEV Chairman of the Bulgarian Marketing Association
ASHISH SADH Assistant Professor of Marketing Management at IIMI
SHARADA TANGIRALA Freelance Media Consultant

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