The Rhetoric and Reality of Marketing: An International Managerial Approach
The Rhetoric and Reality of Marketing: An International Managerial Approach By Philip J. Kitchen
2003 | 192 Pages | ISBN: 0333987322 | PDF | 1 MB
2003 | 192 Pages | ISBN: 0333987322 | PDF | 1 MB
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.