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The Rhetoric and Reality of Marketing

An International Managerial Approach

P Kitchen editor

Format:Paperback

Publisher:Palgrave Macmillan

Published:1st Jan '03

Currently unavailable, and unfortunately no date known when it will be back

The Rhetoric and Reality of Marketing cover

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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.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.

'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

ISBN: 9781349431342

Dimensions: unknown

Weight: 291g

202 pages

Softcover reprint of the original 1st ed. 2003