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Description - The Rhetoric and Reality of Marketing by Philip J. Kitchen

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.

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Book Details

ISBN: 9780333987322
ISBN-10: 0333987322
Format: Hardback
(216mm x 140mm x 17mm)
Pages: 221
Imprint: Palgrave Macmillan
Publisher: Palgrave Macmillan
Publish Date: 15-Apr-2003
Country of Publication: United Kingdom

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Author Biography - Philip J. Kitchen

PATRICK HETZEL Professor of Marketing, Pantheon-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

Books By Philip J. Kitchen

Integrated Communications in the Post-Modern Era by Philip J. Kitchen
Hardback, November 2014
Word of Mouth and Social Media by Philip J. Kitchen
Hardback, July 2014