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The Rhetoric and Reality of Marketing

An International Managerial Approach

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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.

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Titel: The Rhetoric and Reality of Marketing
Autoren/Herausgeber: P. Kitchen (Hrsg.)
Ausgabe: Softcover reprint of the original 1st ed. 2003

ISBN/EAN: 9781349431342

Seitenzahl: 202
Format: 21,6 x 14 cm
Produktform: Taschenbuch/Softcover
Gewicht: 0 g
Sprache: Englisch

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

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