Editorial stance on the rhetoric and reality of marketing: an international managerial approach

Philip J. Kitchen

Chapter Chapter 1 in The Rhetoric and Reality of Marketing, 2003, pp 1-13 from Palgrave Macmillan

Abstract: Abstract This book is intended for practitioners and students who wish to develop an understanding of marketing within specific businesses or industries from eight nation states. In addition to providing a brief overview of marketing, most chapters will explore two case studies; one is a business which adopts what has been termed ‘the rhetoric of marketing’: that is, a business that proclaims allegiance to the marketing concept, yet for them it never develops much beyond a form of wordplay in which the trappings of marketing are taken for the reality. The other case will explore a business where managers and executives seek to drive marketing deep into the organisational culture and the outcome is the achievement of individual and organisational objectives.

Keywords: Gross National Product; Marketing Concept; Good Corporate Citizen; Marketing Discipline; Industrial Diversification (search for similar items in EconPapers)
Date: 2003
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55470-2_1

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230554702

DOI: 10.1057/9780230554702_1

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().