The Rhetoric and Reality of Marketing

1. Front Matter

   Pages i-xix

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2. Editorial stance on the rhetoric and reality of marketing: an international managerial approach

   • Philip J. Kitchen

   Pages 1-13

3. The rhetoric and reality of marketing in France

   • Patrick Hetzel

   Pages 14-26

4. The rhetoric and reality of marketing in the UK

   • Martin Evans

   Pages 27-47

5. The rhetoric and reality of marketing in Cyprus

   • Ioanna Papasolomou-Doukakis

   Pages 48-71

6. The rhetoric and reality of marketing in New Zealand

   • Lynne Eagle

   Pages 72-86

7. The rhetoric and reality of marketing in South Korea

   • Dongjin Yoon, Ilchul Kim

   Pages 87-105

8. The rhetoric and reality of marketing in Malaysia

   • Rosmimah Mohd-Roslin

   Pages 106-119

9. The rhetoric and reality of marketing in Bulgaria

   • Vesselin Blagoev

   Pages 120-145

10. The rhetoric and reality of marketing in India

    • Ashish Sadh, Sharada Tangirala

    Pages 146-174

11. Drawing the strands together

    • Philip J. Kitchen

    Pages 175-182

12. Back Matter

    Pages 183-202

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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.

• Manager
• marketing
• organization
• rhetoric

'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

PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, Paris MARTIN EVANS Senior Teaching Fellow, Cardiff Business School IOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, Intercollege LYNNE EAGLE Senior Marketing Lecturer at Massey University, New Zealand DONGJIN YOON Professor In the Division of Business Administration, Woosuk University of Korea INCHUL KIM Professor of Advertising and Public Relations, Dongeui University, Korea ROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, Malaysia VESSELIN BLAGOEV Chairman of the Bulgarian Marketing Association ASHISH SADH Assistant Professor of Marketing Management at IIMI SHARADA TANGIRALA Freelance Media Consultant

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