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. Cover......Page 1 Contents......Page 8 List of Figures......Page 10 List of Tables......Page 11 Notes on the Contributors......Page 12 Acknowledgements......Page 18 List of Abbreviations......Page 20 1 Editorial Stance on The Rhetoric and Reality of Marketing: An International Managerial Approach......Page 22 2 The Rhetoric and Reality of Marketing in France......Page 35 3 The Rhetoric and Reality of Marketing in the UK......Page 48 4 The Rhetoric and Reality of Marketing in Cyprus......Page 69 5 The Rhetoric and Reality of Marketing in New Zealand......Page 93 6 The Rhetoric and Reality of Marketing in South Korea......Page 108 7 The Rhetoric and Reality of Marketing in Malaysia......Page 127 8 The Rhetoric and Reality of Marketing in Bulgaria......Page 141 9 The Rhetoric and Reality of Marketing in India......Page 167 10 Drawing the Strands Together......Page 196 Bibliography......Page 204 B......Page 214 C......Page 215 F......Page 216 I......Page 217 L......Page 218 M......Page 219 P......Page 220 S......Page 221 U......Page 222 Z......Page 223 Cover 1 Contents 8 List of Figures 10 List of Tables 11 Notes on the Contributors 12 Acknowledgements 18 List of Abbreviations 20 1 Editorial Stance on The Rhetoric and Reality of Marketing: An International Managerial Approach 22 2 The Rhetoric and Reality of Marketing in France 35 3 The Rhetoric and Reality of Marketing in the UK 48 4 The Rhetoric and Reality of Marketing in Cyprus 69 5 The Rhetoric and Reality of Marketing in New Zealand 93 6 The Rhetoric and Reality of Marketing in South Korea 108 7 The Rhetoric and Reality of Marketing in Malaysia 127 8 The Rhetoric and Reality of Marketing in Bulgaria 141 9 The Rhetoric and Reality of Marketing in India 167 10 Drawing the Strands Together 196 Bibliography 204 Index 214 A 214 B 214 C 215 D 216 E 216 F 216 G 217 H 217 I 217 J 218 K 218 L 218 M 219 N 220 O 220 P 220 Q 221 R 221 S 221 T 222 U 222 V 223 W 223 Y 223 Z 223 "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