The Rhetoric and Reality of Marketing
An International Managerial Approach
Format:Paperback
Publisher:Palgrave Macmillan
Published:1st Jan '03
Currently unavailable, and unfortunately no date known when it will be back
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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