The rhetoric and reality of marketing : an international managerial approach

著者

書誌事項

The rhetoric and reality of marketing : an international managerial approach

edited by Philip J. Kitchen

Palgrave Macmillan, 2003

大学図書館所蔵 件 / 全13件

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注記

Includes bibliographical references (p. 183-192) and index

内容説明・目次

内容説明

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.

目次

  • 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

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