Rhetoric and Reality of Marketing

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.

'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

PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, ParisMARTIN EVANS Senior Teaching Fellow, Cardiff Business SchoolIOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, IntercollegeLYNNE EAGLE Senior Marketing Lecturer at Massey University, New ZealandDONGJIN YOON Professor In the Division of Business Administration, Woosuk University of KoreaINCHUL KIM Professor of Advertising and Public Relations, Dongeui University, KoreaROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, MalaysiaVESSELIN BLAGOEV Chairman of the Bulgarian Marketing AssociationASHISH SADH Assistant Professor of Marketing Management at IIMISHARADA TANGIRALA Freelance Media Consultant