The Rhetoric and Reality of Marketing An International Managerial Approach

by Kitchen, Philip J.

• ISBN13: 9780333987322
• ISBN10: 0333987322
• eBook ISBN(s): 9780230554702
• Format: Hardcover
• Copyright: 2003-07-18
• Publisher: Palgrave Macmillan
• More Book Details
• Purchase Benefits

Summary

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.

Author Biography

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

Table of Contents

Editorial Stance on the Rhetoric and Reality of Marketing: An International Managerial Perspective

The Rhetoric and Reality of Marketing in France

The Rhetoric and Reality of Marketing in the United Kingdom

The Rhetoric and Reality of Marketing in Cyprus

The Rhetoric and Reality of Marketing in New Zealand

The Rhetoric and Reality of Marketing in South Korea

The Rhetoric and Reality of Marketing in Malaysia

The Rhetoric and Reality of Marketing in Bulgaria

The Rhetoric and Reality of Marketing in India

Drawing the Strands Together

Table of Contents provided by Publisher. All Rights Reserved.