The rhetoric and reality of marketing: an international managerial approach
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Houndmills, Basingstoke, Hampshire
Palgrave Macmillan
2003
|
| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references (p. 183-192) and index |
| Physical Description: | xix, 202 p. Ill. |
| ISBN: | 0333987322 |
Staff View
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| 245 | 1 | 0 | |a The rhetoric and reality of marketing |b an international managerial approach |c edited by Philip J. Kitchen |
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| adam_text | Contents
List of Figures ix
List of Tables x
Notes on the Contributors xi
Acknowledgements xvii
List of Abbreviations xix
1 Editorial Stance on The Rhetoric and Reality of
Marketing: An International Managerial Approach 1
Philip J. Kitchen
2 The Rhetoric and Reality of Marketing in France 14
Patrick Hetzel
3 The Rhetoric and Reality of Marketing in the UK 27
Martin Evans
4 The Rhetoric and Reality of Marketing in Cyprus 48
loanna Papasolomou Doukakis
5 The Rhetoric and Reality of Marketing
in New Zealand 72
Lynne Eagle
6 The Rhetoric and Reality of Marketing
in South Korea 87
Dongjin Yoon and Ilchul Kim
7 The Rhetoric and Reality of Marketing
in Malaysia 106
Rosmimah Mohd Roslin
vii
Viii CONTENTS
8 The Rhetoric and Reality of Marketing
in Bulgaria 120
Vesselin Blagoev
9 The Rhetoric and Reality of Marketing in India 146
Ashish Sadh and Sharada Tangirala
10 Drawing the Strands Together 175
Philip J. Kitchen
Bibliography 183
Index 193
List of figures
3.1 Map showing four target MOSAIC types 33
3.2 CHAID mining 35
4.1 The inter relationship between internal and
external markets 53
4.2 The services marketing triangle 55
7.1 Impiana Hotel, Kuala Lumpur 109
7.2 The Malaysian financial system structure:
banking institutions as at 31 December 2001 114
9.1 Mumbai s famous Marine Drive 148
9.2 Rural folk 149
9.3 Indian urban market structure 150
9.4 Map of India 151
9.5 Fair Lovely , a brand from HLL 156
9.6 One of the Amul billboards 162
List of tables
1.1 GNP and GNP per capita in selected countries,
2000 3
1.2 Stages of economic development 4
5.1 Factors impacting on globalisation developments 79
6.1 The application of marketing in Korea 89
6.2 Goldstar s increasing sales volume 94
6.3 Goldstar s sales trend 94
6.4 Core of value invention for customers 96
6.5 Customer satisfaction index (1992) 97
6.6 Company size comparison (2001) 102
6.7 Mando s sales volume and market share 103
6.8 Mando s marketing mix strategy 104
7.1 Selected tourism indicators, 1995 and 2000 111
7.2 Average annual growth rates, 1996 2000 of total assets,
deposits and loans in the banking system 115
8.1 Bulgaria s foreign trade, 1990 93 122
A8.1 Output of some industrial products, 1990 93 144
9.1 Languages spoken in India 148
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| spelling | The rhetoric and reality of marketing an international managerial approach edited by Philip J. Kitchen Houndmills, Basingstoke, Hampshire Palgrave Macmillan 2003 xix, 202 p. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 183-192) and index Marketing Marketing - Cas, Études de Marketing - Gestion Marketing - Gestion - Cas, Études de Marketing gtt Marketing Case studies Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Internationaler Vergleich (DE-588)4120509-1 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketingmanagement (DE-588)4168907-0 s Internationaler Vergleich (DE-588)4120509-1 s DE-604 Kitchen, Philip J. Sonstige oth http://www.loc.gov/catdir/description/hol031/2002192664.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930587&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The rhetoric and reality of marketing an international managerial approach Marketing Marketing - Cas, Études de Marketing - Gestion Marketing - Gestion - Cas, Études de Marketing gtt Marketing Case studies Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd Internationaler Vergleich (DE-588)4120509-1 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4120509-1 (DE-588)4143413-4 (DE-588)4522595-3 |
| title | The rhetoric and reality of marketing an international managerial approach |
| title_auth | The rhetoric and reality of marketing an international managerial approach |
| title_exact_search | The rhetoric and reality of marketing an international managerial approach |
| title_full | The rhetoric and reality of marketing an international managerial approach edited by Philip J. Kitchen |
| title_fullStr | The rhetoric and reality of marketing an international managerial approach edited by Philip J. Kitchen |
| title_full_unstemmed | The rhetoric and reality of marketing an international managerial approach edited by Philip J. Kitchen |
| title_short | The rhetoric and reality of marketing |
| title_sort | the rhetoric and reality of marketing an international managerial approach |
| title_sub | an international managerial approach |
| topic | Marketing Marketing - Cas, Études de Marketing - Gestion Marketing - Gestion - Cas, Études de Marketing gtt Marketing Case studies Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd Internationaler Vergleich (DE-588)4120509-1 gnd |
| topic_facet | Marketing Marketing - Cas, Études de Marketing - Gestion Marketing - Gestion - Cas, Études de Marketing Case studies Marketing Management Marketing Management Case studies Marketingmanagement Internationaler Vergleich Aufsatzsammlung Fallstudiensammlung |
| url | http://www.loc.gov/catdir/description/hol031/2002192664.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930587&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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