The Rhetoric and Reality of Marketing
An International Managerial Approach
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|Format:||Hardback, 224 pages|
|Other Information: ||Illustrations, 1 map|
|Published In: ||United Kingdom, 15 April 2003|
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.
Table of Contents
Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective; P.Kitchen The Rhetoric and Reality of Marketing In France; P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom; M.Evans The Rhetoric and Reality of Marketing In Cyprus; I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand; L.Eagle The Rhetoric and Reality of Marketing In South Korea; D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia; R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria; V.Blagoev The Rhetoric and Reality of Marketing In India; A.Sadh & S.Tangirala Drawing the Strands Together; P.Kitchen
About the Author
PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University. A graduate of the CNAA initially, he holds three further academic degrees in marketing related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the Founder of the International Conference on Corporate and Marketing Communications. He has published some eighty papers in academic journals around the world. He is the author/editor of five books including: Raising the Corporate Umbrella: Corporate Communications in the 21st Century, (Palgrave Macmillan, 2001); and Communicating Globally: An Integrated Marketing Approach,( Palgrave Macmillan/NTC, 2000) - both with Don Schultz of Northwestern University.
Philip J. Kitchen is the co-author (with Don Schultz) of "Raising the Corporate Umbrella: Corporate Communications in the 21st Century" (Palgrave Macmillan, 2001) and "Communicating Globally: An Integrated Marketing Approach" (Palgrave Macmillan, 2000)
'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
|Publisher: ||Palgrave Macmillan|
|Dimensions: ||22.0 x 14.0 x 1.0 centimeters (0.40 kg)|