Synopses & Reviews
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.
Synopsis
Includes bibliographical references (p. 183-192) and index.
About the Author
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 approach / Philip J. Kitchen -- The rhetoric and reality of marketing in France / Patrick Hetzel -- The rhetoric and reality of marketing in the UK / Martin Evans -- The rhetoric and reality of marketing in Cyprus / Ioanna Papasolomou-Doukakis -- The rhetoric and reality of marketing in New Zealand / Lynne Eagle -- The rhetoric and reality of marketing in South Korea / Dongjin Yoon and Ilchul Kim -- The rhetoric and reality of marketing in Malaysia / Rosmimah Mohd-Roslin -- The rhetoric and reality of marketing in Bulgaria / Vesselin Blagoev -- The rhetoric and reality of marketing in India / Ashish Sadh and Sharada Tangirala -- Drawing the strands together / Philip J. Kitchen.