The Rhetoric and Reality of Marketing: An International Managerial Approach - Hardcover

Hardcover

ISBN 10: 0333987322 ISBN 13: 9780333987322

Publisher: Palgrave Macmillan, 2003

Synopsis

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.

About this title

Review:

'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

About the Author:

PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University. A graduate of the CNAA initially, he holds three further academic degrees in marketing related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the Founder of the International Conference on Corporate and Marketing Communications. He has published some eighty papers in academic journals around the world. He is the author/editor of five books including: Raising the Corporate Umbrella: Corporate Communications in the 21st Century, (Palgrave Macmillan, 2001); and Communicating Globally: An Integrated Marketing Approach,( Palgrave Macmillan/NTC, 2000) - both with Don Schultz of Northwestern University.

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2003
• ISBN 10: 0333987322
• ISBN 13: 9780333987322
• Binding: Hardcover
• Number of pages: 221
• Editor: Kitchen P.