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The rhetoric and reality of marketing : an international managerial approach / edited by Philip J. Kitchen.
Publication details: Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2003.Description: xix, 202 p. : ill. ; 23 cmISBN:- 0333987322 :
- HF5415.13 .R454 2003
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.13 .R454 2003 (Browse shelf(Opens below)) | Available | 644617 |
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| HF 5415.13 .M43 1996 Retail marketing plans : how to prepare them, how to use them / | HF 5415.13 .O78 1984 Competitive marketing : a strategic approach / | HF 5415.13 .R3 1969 Managing the marketing function : concepts, analysis, and application | HF 5415.13 .R454 2003 The rhetoric and reality of marketing : an international managerial approach / | HF 5415.13 .S343 1999 Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands / | HF 5415.13 .S344 2004 There's no business that's not show business : marketing in an experience culture / | HF 5415.13 .S345 1998 Marketing strategy : a customer-driven approach / |
Includes bibliographical references (p. 183-192) and index.
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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