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

In: The Rhetoric and Reality of Marketing

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  • Philip J. Kitchen

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.

Suggested Citation

  • Philip J. Kitchen, 2003. "Editorial stance on the rhetoric and reality of marketing: an international managerial approach," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Rhetoric and Reality of Marketing, chapter 0, pages 1-13, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55470-2_1
    DOI: 10.1057/9780230554702_1
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    Cited by:

    1. Surender Khan & Anuj Goel, 2024. "A Perspective on Digital Transformation Among Indian Exporting Firms," FIIB Business Review, , vol. 13(1), pages 7-17, January.

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