マーケティングのレトリックと現実 The Rhetoric and Reality of Marketing : An International Managerial Approach

Kitchen, Philip J. (EDT)

Palgrave Macmillan（2003/07発売）

• 製本 Hardcover:ハードカバー版／ページ数 202 p.
• 言語 ENG
• 商品コード 9780333987322
• DDC分類 658.8

基本説明

Compares and contrasts how different firms approach marketing within the same country with 16 case study examples of in eight countries..

Full Description

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.

Contents

Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective; P.Kitchen The Rhetoric and Reality of Marketing In France; P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom; M.Evans The Rhetoric and Reality of Marketing In Cyprus; I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand; L.Eagle The Rhetoric and Reality of Marketing In South Korea; D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia; R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria; V.Blagoev The Rhetoric and Reality of Marketing In India; A.Sadh & S.Tangirala Drawing the Strands Together; P.Kitchen