000			01959cam a22003734a 4500
001			2002192664
005			20240430144016.0
008			050915s2003 enka b 001 0 eng
010			_a 2002192664
020			_a0333987322 : _c72.50
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415.13 _b.R454 2003
069			_a03545735
090			_aHF 5415.13 .R454 2003
090			_aHF 5415.13 .R454 2003
245	0	4	_aThe rhetoric and reality of marketing : _ban international managerial approach / _cedited by Philip J. Kitchen.
260			_aHoundmills, Basingstoke, Hampshire ; _aNew York : _bPalgrave Macmillan, _c2003.
300			_axix, 202 p. : _bill. ; _c23 cm.
504			_aIncludes bibliographical references (p. 183-192) and index.
520		0	_aThis 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.
650		0	_aMarketing _xManagement. _977025
650		0	_aMarketing. _977026
650		0	_aMarketing _xManagement _vCase studies. _977027
650		0	_aMarketing _vCase studies. _977028
700	1		_aKitchen, Philip J. _977029
852			_9p72.50 _y02-28-2004
907			_a14353 _b08-12-10 _c08-06-10
942			_cBOOK _00
998			_aaudmc _b02-28-04 _cm _da _e- _feng _genk _h4
935			_aQ/R12772 OCT 1
945			_g0 _i644617 _j0 _laudmc _nCopy Type:01 - Books _o- _p266.44 _q- _r- _s- _t1 _u0 _v0 _w0 _x0 _yi10200630 _z08-06-10
999			_c14353 _d14353