The Rhetoric and Reality of Marketing

The Rhetoric and Reality of Marketing

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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.It is managementa#39;s belief that internalisation of the internal customer role creates an internal service mentality that is conducive to delivering external high-quality customer service. Emphasising the importance of each individual in achievinganbsp;...

Title:The Rhetoric and Reality of Marketing
Author: P. Kitchen
Publisher:Springer - 2003-04-14

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