The Rhetoric and Reality of Marketing

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

Autorentext
PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, Paris MARTIN EVANS Senior Teaching Fellow, Cardiff Business School IOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, Intercollege LYNNE EAGLE Senior Marketing Lecturer at Massey University, New Zealand DONGJIN YOON Professor In the Division of Business Administration, Woosuk University of Korea INCHUL KIM Professor of Advertising and Public Relations, Dongeui University, Korea ROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, Malaysia VESSELIN BLAGOEV Chairman of the Bulgarian Marketing Association ASHISH SADH Assistant Professor of Marketing Management at IIMI SHARADA TANGIRALA Freelance Media Consultant

Inhalt
Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective; P.Kitchen The Rhetoric and Reality of Marketing In France; P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom; M.Evans The Rhetoric and Reality of Marketing In Cyprus; I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand; L.Eagle The Rhetoric and Reality of Marketing In South Korea; D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia; R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria; V.Blagoev The Rhetoric and Reality of Marketing In India; A.Sadh & S.Tangirala Drawing the Strands Together; P.Kitchen