- 220 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
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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Information
Table of contents
- Cover
- Half-Title
- Title
- Copyright
- Dedication
- Contents
- List of figures
- List of tables
- Notes on the Contributors
- Acknowledgements
- List of Abbreviations
- 1 Editorial Stance on The Rhetoric and Reality of Marketing: An International Managerial Approach
- 2 The Rhetoric and Reality of Marketing in France
- 3 The Rhetoric and Reality of Marketing in the UK
- 4 The Rhetoric and Reality of Marketing in Cyprus
- 5 The Rhetoric and Reality of Marketing in New Zealand
- 6 The Rhetoric and Reality of Marketing in South Korea
- 7 The Rhetoric and Reality of Marketing in Malaysia
- 8 The Rhetoric and Reality of Marketing in Bulgaria
- 9 The Rhetoric and Reality of Marketing in India
- 10 Drawing the Strands Together
- Bibliography
- Index
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Yes, you can access The Rhetoric and Reality of Marketing by P. Kitchen in PDF and/or ePUB format, as well as other popular books in Business & International Business. We have over 1.5 million books available in our catalogue for you to explore.