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.
Author(s): Philip J. Kitchen
Publisher: Palgrave Macmillan
Year: 2003
Language: English
Pages: 192
Cover......Page 1
Contents......Page 8
List of Figures......Page 10
List of Tables......Page 11
Notes on the Contributors......Page 12
Acknowledgements......Page 18
List of Abbreviations......Page 20
1 Editorial Stance on The Rhetoric and Reality of Marketing: An International Managerial Approach......Page 22
2 The Rhetoric and Reality of Marketing in France......Page 35
3 The Rhetoric and Reality of Marketing in the UK......Page 48
4 The Rhetoric and Reality of Marketing in Cyprus......Page 69
5 The Rhetoric and Reality of Marketing in New Zealand......Page 93
6 The Rhetoric and Reality of Marketing in South Korea......Page 108
7 The Rhetoric and Reality of Marketing in Malaysia......Page 127
8 The Rhetoric and Reality of Marketing in Bulgaria......Page 141
9 The Rhetoric and Reality of Marketing in India......Page 167
10 Drawing the Strands Together......Page 196
Bibliography......Page 204
B......Page 214
C......Page 215
F......Page 216
I......Page 217
L......Page 218
M......Page 219
P......Page 220
S......Page 221
U......Page 222
Z......Page 223
