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Drawing the strands together

In: The Rhetoric and Reality of Marketing

Author

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  • Philip J. Kitchen

Abstract

This book has considered ‘marketing’ in eight nation states around the world. In each country, contributors have explored the ‘rhetoric’ and reality of marketing by, among other things, comparing two case studies. It seems evident that there is tremendous variability in terms of the application of the marketing concept not only between industrial and industrialising nations but also within different firms and even within the same country. In this final chapter we explore the following questions, as anticipated in Chapter 1: 1 Is there a difference between proclaimed adherence, and allegiance, to the marketing concept in developing and developed nations? 2 Are customer needs satisfied by the products and services offered by businesses in countries at different stages of economic development? 3 Are the stages of economic development approach a ‘red herring’ when considering how firms actually apply the marketing concept? 4 Is there a difference between what the marketing rhetoric promises versus what is actually delivered: that is, the reality? 5 If there is a difference between rhetoric and reality, where does this difference lie? 6 How does this affect overall marketing performance?

Suggested Citation

  • Philip J. Kitchen, 2003. "Drawing the strands together," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Rhetoric and Reality of Marketing, chapter 0, pages 175-182, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55470-2_10
    DOI: 10.1057/9780230554702_10
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