TY  - BOOK
AU  - Kitchen,Philip J.
TI  - The rhetoric and reality of marketing: an international managerial approach 
SN  - 0333987322 :
AV  - HF5415.13 .R454 2003
PY  - 2003///
CY  - Houndmills, Basingstoke, Hampshire, New York
PB  - Palgrave Macmillan
KW  - Marketing
KW  - Management
KW  - Case studies
N1  - Includes bibliographical references (p. 183-192) and index
N2  - 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
ER  -