The Rhetoric and Reality of Marketing

An International Managerial Approach

  • Editors
  • Philip¬†J.¬†Kitchen

Table of contents

  1. Front Matter
    Pages i-xix
  2. Ioanna Papasolomou-Doukakis
    Pages 48-71
  3. Dongjin Yoon, Ilchul Kim
    Pages 87-105
  4. Rosmimah Mohd-Roslin
    Pages 106-119
  5. Vesselin Blagoev
    Pages 120-145
  6. Ashish Sadh, Sharada Tangirala
    Pages 146-174
  7. Philip J. Kitchen
    Pages 175-182
  8. Back Matter
    Pages 183-202

About this book


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.


Manager marketing organization rhetoric

Bibliographic information