Description - The Rhetoric and Reality of Marketing by P. Kitchen
This volume 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 practise 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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(216mm x 140mm x mm)
Publisher: Palgrave Macmillan
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Author Biography - P. Kitchen
PHILIP J. KITCHEN holds the Chair of Strategic Marketing at Hull University. A graduate of the CNAA initially, he holds three further academic degrees in marketing related subjects. He is the Founding Editor of the Journal of Marketing Communications, and the Founder of the International Conference on Corporate and Marketing Communications. He has published some eighty papers in academic journals around the world. He is the author/editor of five books including: Raising the Corporate Umbrella: Corporate Communications in the 21st Century, (Palgrave Macmillan, 2001); and Communicating Globally: An Integrated Marketing Approach,( Palgrave Macmillan/NTC, 2000) - both with Don Schultz of Northwestern University.