The Rhetoric and Reality of Marketing : An International Managerial Approach

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. Front Matter....Pages i-xix Editorial stance on the rhetoric and reality of marketing: an international managerial approach....Pages 1-13 The rhetoric and reality of marketing in France....Pages 14-26 The rhetoric and reality of marketing in the UK....Pages 27-47 The rhetoric and reality of marketing in Cyprus....Pages 48-71 The rhetoric and reality of marketing in New Zealand....Pages 72-86 The rhetoric and reality of marketing in South Korea....Pages 87-105 The rhetoric and reality of marketing in Malaysia....Pages 106-119 The rhetoric and reality of marketing in Bulgaria....Pages 120-145 The rhetoric and reality of marketing in India....Pages 146-174 Drawing the strands together....Pages 175-182 Back Matter....Pages 183-202 "The book is an important tool for academics and practitioners who wish to develop an understanding of marketing as practised by firms within an international context."--Journal of International Marketing and Marketing Research