Download or read book The Rhetoric and Reality of Marketing written by P. Kitchen and published by Springer. This book was released on 2003-04-14 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.