The Rhetoric and Reality of Marketing
The Rhetoric and Reality of Marketing
Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9780333987322
Condition
New
Product Description
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.
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