The rhetoric and reality of marketing in New Zealand

Lynne Eagle

Chapter Chapter 5 in The Rhetoric and Reality of Marketing, 2003, pp 72-86 from Palgrave Macmillan

Abstract: Abstract 1 To illustrate actual marketing practice in a small, traditional Western-oriented country faced with twin disadvantages of a small domestic market and at a considerable distance from large international markets. 2 To provide an overview of the impact on marketing operations of a move from a highly regulated economy to one of the world’s least regulated economies. 3 To explore the impact of globalisation on the marketing operations of companies active in this market, and on their marketing communications activity in particular.

Keywords: Venture Capital; Marketing Communication; Marketing Concept; Brand Relationship; Strategic Business Unit (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55470-2_5

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DOI: 10.1057/9780230554702_5

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