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Book synopsis

This volume 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 practise 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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Rhetoric and Reality of Marketing
• Subtitle: An International Managerial Approach
• Author: P. Kitchen
• Language: English
• Binding: Hardback
• Number of pages: 202
• EAN: 9780333987322
• ISBN: 0333987322
• ID: 04601093
• Publisher: PALGRAVE MACMILLAN
• Weight: 398 g
• Dimensions: 216 × 140 × 17 mm
• Date of publishing: 15. April 2003

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