The Rhetoric and Reality of Marketing: An International Managerial Approach by P. Kitchen
The Rhetoric and Reality of Marketing: An International Managerial Approach
Author: P. Kitchen
Title: The Rhetoric and Reality of Marketing: An International Managerial Approach
ISBN10: 0333987322
ISBN13: 978-0333987322
Format: .PDF .EPUB .FB2
Pages:
Publisher: Palgrave Macmillan; 2003 edition (April 15, 2003)
Language: English
Size pdf: 1650 kb
Size epub: 1584 kb
Rating: 4.8 ✪
Votes: 459
Category: Business & Money
Subcategory: Marketing & Sales
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.