The Rhetoric and Reality of Marketing: An International Managerial Approach (Hardback)
  • The Rhetoric and Reality of Marketing: An International Managerial Approach (Hardback)
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The Rhetoric and Reality of Marketing: An International Managerial Approach (Hardback)

(editor)
£102.00
Hardback 202 Pages / Published: 15/04/2003
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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.

Publisher: Palgrave Macmillan
ISBN: 9780333987322
Number of pages: 202
Weight: 410 g
Dimensions: 216 x 140 x 17 mm


MEDIA 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

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