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The Rhetoric and Reality of Marketing

An International Managerial Approach

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  • © 2003

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Editors:
  1. Philip J. Kitchen
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Table of contents (10 chapters)

  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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Keywords

About this book

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.

Reviews

'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 authors

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

Bibliographic Information

  • Book Title: The Rhetoric and Reality of Marketing

  • Book Subtitle: An International Managerial Approach

  • Editors: Philip J. Kitchen

  • DOI: https://doi.org/10.1057/9780230554702

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2003

  • Hardcover ISBN: 978-0-333-98732-2Published: 15 April 2003

  • Softcover ISBN: 978-1-349-43134-2Published: 01 January 2003

  • eBook ISBN: 978-0-230-55470-2Published: 14 April 2003

  • Edition Number: 1

  • Number of Pages: XIX, 202

  • Topics: Marketing, International Economics, Management, Applied Linguistics

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