The Rhetoric and Reality of Marketing - An International Managerial Approach (Hardcover, New)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Release date:	April 2003
First published:	2003
Editors:	P. Kitchen
Dimensions:	216 x 140 x 17mm (L x W x T)
Format:	Hardcover
Pages:	202
Edition:	New
ISBN-13:	978-0-333-98732-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-333-98732-2
Barcode:	9780333987322

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