The Rhetoric and Reality of Marketing : An International Managerial Approach
Softcover reprint of the original 1st ed. 2003
Book Details
Format
Paperback / Softback
ISBN-10
1349431346
ISBN-13
9781349431342
Edition
Softcover reprint of the original 1st ed. 2003
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jan 1st, 2003
Print length
202 Pages
Ksh 16,200.00
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Quality
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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.
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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