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The Rhetoric and Reality of Marketing. An International Managerial Approach.
P. . Ed(S): Kitchen
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Description for The Rhetoric and Reality of Marketing. An International Managerial Approach.
Paperback. Editor(s): Kitchen, P. Num Pages: 221 pages, biography. BIC Classification: CB; KCL; KJM; KJS. Category: (G) General (US: Trade). Dimension: 216 x 140. .
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.
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.
Product Details
Format
Paperback
Publication date
2003
Publisher
Palgrave Macmillan United Kingdom
Number of pages
221
Condition
New
Number of Pages
202
Place of Publication
Basingstoke, United Kingdom
ISBN
9781349431342
SKU
V9781349431342
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About P. . Ed(S): Kitchen
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 ... Read more
Reviews for The Rhetoric and Reality of Marketing. An International Managerial Approach.
'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