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The rhetoric and reality of marketing in New Zealand

In: The Rhetoric and Reality of Marketing

Author

Listed:
  • Lynne Eagle

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.

Suggested Citation

  • Lynne Eagle, 2003. "The rhetoric and reality of marketing in New Zealand," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Rhetoric and Reality of Marketing, chapter 0, pages 72-86, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55470-2_5
    DOI: 10.1057/9780230554702_5
    as

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