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The Rhetoric and Reality of Marketing: An International Managerial Approach (in English)
J. Gregory Keyes (Author)
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Palgrave Macmillan
· Hardcover
The Rhetoric and Reality of Marketing: An International Managerial Approach (in English) - J. Gregory Keyes
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Synopsis "The Rhetoric and Reality of Marketing: An International Managerial Approach (in English)"
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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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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