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About this book
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.
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Keywords
Table of contents (10 chapters)
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Front Matter
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Back Matter
Reviews
'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
About the authors
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
Bibliographic Information
Book Title: The Rhetoric and Reality of Marketing
Book Subtitle: An International Managerial Approach
Editors: Philip J. Kitchen
DOI: https://doi.org/10.1057/9780230554702
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2003
Hardcover ISBN: 978-0-333-98732-2Published: 15 April 2003
Softcover ISBN: 978-1-349-43134-2Published: 01 January 2003
eBook ISBN: 978-0-230-55470-2Published: 14 April 2003
Edition Number: 1
Number of Pages: XIX, 202
Topics: Marketing, International Economics, Management, Applied Linguistics