Publisher description for The rhetoric and reality of marketing : an international managerial approach / edited by Philip J. Kitchen.


Bibliographic record and links to related information available from the Library of Congress catalog


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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.


Library of Congress subject headings for this publication: Marketing Management, Marketing, Marketing Management Case studies, Marketing Case studies