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This volume 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 practise 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.
| ISBN | 0333987322 | | Pages | 224 | | ISBN13 | 9780333987322
(What's this?) | | Volumes | 1 | | Publisher | Palgrave Macmillan | | Weight (grammes) | 398 | | Imprint | Palgrave Macmillan | | Published in | Basingstoke | | Format | Hardback | | Height (mm) | 223 | | Publication date | 15 Apr 2003 | | Width (mm) | 143 | | Library of Congress | HF5415.13, HF5415.13, HF5415.13. | | Spine width (mm) | 17 | | DEWEY | 658.8 | | Academic level | Tertiary education, Professional / Scholarly | | DEWEY edition | DC21 | |
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| | | 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 by Philip J. Kitchen | | 1 | | 2 | | The Rhetoric and Reality of Marketing in France by Patrick Hetzel | | 14 | | 3 | | The Rhetoric and Reality of Marketing in the UK by Martin Evans | | 27 | | 4 | | The Rhetoric and Reality of Marketing in Cyprus by Ioanna Papasolomou-Doukakis | | 48 | | 5 | | The Rhetoric and Reality of Marketing in New Zealand by Lynne Eagle | | 72 | | 6 | | The Rhetoric and Reality of Marketing in South Korea by Dongjin Yoon and Ilchul Kim | | 87 | | 7 | | The Rhetoric and Reality of Marketing in Malaysia by Rosmimah Mohd-Roslin | | 106 | | 8 | | The Rhetoric and Reality of Marketing in Bulgaria by Vesselin Blagoev | | 120 | | 9 | | The Rhetoric and Reality of Marketing in India by Ashish Sadh and Sharada Tangirala | | 146 | | 10 | | Drawing the Strands Together by Philip J. Kitchen | | 175 | | | | Bibliography | | 183 | | | | Index | | 193 |
'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  Be the first to write a customer review
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