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The Rhetoric and Reality of Marketing
Philip J. Kitchen
- pp 106-119
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The article was published on 2003-04-14. It has received 12 citations till now. The article focuses on the topics: Rhetoric.read more
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International marketing adaptation versus standardisation of multinational companies.
TL;DR: In this article, a rating scale Rasch model is used to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum, and the relationship between the adaptation and standardisation variable against other variables is investigated.
Journal ArticleDOI
Comprehensive metrological and content analysis of the public–private partnerships (PPPs) research field: a new bibliometric journey
TL;DR: This new attempt crystallizes out key findings and valuable information of PPPs research, which can consolidate and broaden the bibliometric findings of previous P PPs literature studies and act as a guidance for analyzing the knowledge base of other research fields.
Journal Article
Entry Methods and International Marketing Decision Making: An Empirical Investigation
TL;DR: In this paper, the authors investigate levels of adaptation and standardisation in international marketing tactics, and examine whether multinational companies are adapting or standardising their marketing mix elements in international markets, based on empirical research with some of the largest UK-based multinational companies.
Journal ArticleDOI
Exploring the link between obesity and advertising in New Zealand
TL;DR: The authors reviewed the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children, and found that while advertising does present a problem in relation to food selection choice, many other issues such as peer pressure, quality of life, in-school food services, nearby retail outlets and social class criteria, exacerbate the problem.
Journal ArticleDOI
Portuguese Management Between Global Rhetoric and Local Reality: The Case of Human Resource Management
TL;DR: In this paper, the authors examine the ways in which global HRM rhetoric meets Portuguese reality and find that the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages.
References
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Book
Marketing: Theory and Practice
TL;DR: McDermott and Chan as mentioned in this paper discussed the need for theory in marketing and the status of marketing theory in a post-modern era, and proposed analytical frameworks for strategic marketing planning.
Journal ArticleDOI
Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level
TL;DR: In this paper, contributions from organizational behavior that enhance the effectiveness and efficiency of internal marketing programs are examined, such as relationship marketing, all employees as part-time marketers, and internal customers.
Book
The marketing of services
TL;DR: In this article, the authors outline the scope and the content of marketing and explore the nature of the marketing of services as distinct from marketing of products and provide a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.
Book
Marketing Theory: Evolution and Evaluation
TL;DR: A review of marketing theory can be found in this paper, where the authors discuss the evolution of interest in marketing theory in the 1970s and 1980s and the emergence of a general theory of marketing.
Book
Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science
TL;DR: In this paper, the development of the discipline of philosophy of science from classical realism to logical empiricism is discussed, as well as the rise and fall of historical relativism in the discipline.