The rhetoric and reality of marketing : an international managerial approach / edited by Philip J. Kitchen.

Format:

Book

Contributor:

Kitchen, Philip J.

Lawrence A. Medansky Memorial Book Fund.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Marketing--Management--Case studies.

Marketing--Case studies.

Genre:

Case studies.

Physical Description:

xix, 202 pages : illustrations, maps ; 23 cm

Place of Publication:

Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2003.

Summary:

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.

Notes:

Includes bibliographical references (pages 183-192) and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Lawrence A. Medansky Memorial Book Fund.

Presented in memory of Lawrence A. Medansky; 2003/2004

ISBN:

0333987322

OCLC:

50898711

Online:

Publisher description