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The rhetoric and reality of marketing in the UK

In: The Rhetoric and Reality of Marketing

Author

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  • Martin Evans

Abstract

This chapter’s aims are: to encourage reflection on the evolution and current operationalising of the marketing concept, in both marketing discourse and marketing practice to explore the ‘reality’ of ‘the new marketing’ in the context of contemporary claims of a new relationship paradigm to raise wider social responsibilities that marketing and marketers should take on board to position the first two aims within ‘the new marketing’ that is increasingly data-driven in order to be more accountable to explore the validity of the new relational marketing concept in an era of increasing consumer and marketer cynicism and whether at least some of this is mere rhetoric

Suggested Citation

  • Martin Evans, 2003. "The rhetoric and reality of marketing in the UK," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Rhetoric and Reality of Marketing, chapter 0, pages 27-47, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55470-2_3
    DOI: 10.1057/9780230554702_3
    as

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