The Rhetoric and Reality of Marketing: An International Managerial Approach

Kitchen, P.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2003-01-01

Format: Paperback

ISBN-13: 9781349431342

DOI: 10.1057/9780230554702

Dimensions: 216cm x140cm

Pages: 202