BookDOI
The Rhetoric and Reality of Marketing
Philip J. Kitchen
- pp 106-119
About:
The article was published on 2003-04-14. It has received 12 citations till now. The article focuses on the topics: Rhetoric.read more
Citations
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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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Journal ArticleDOI
The Growing Responsibilities of Marketing
TL;DR: The impact of marketing on society is increasing as marketing becomes broader in function and scope as mentioned in this paper, and the social responsibilities of marketing practitioners and educators are also expanding, and these r...
Book
Postmodern Marketing Two: Telling Tales
TL;DR: In this article, a song called "Wild Thing" is performed: "We are on the road to nowhere, come on inside" and "Hey ho, let's go! I rock, therefore I am".
Book
Creating Value for Customers: Designing and Implementing a Total Corporate Strategy
TL;DR: The state-of-the-art in value creation is the state of the art value creation: Know Your Customers, Know Yourself, Know Your Value as discussed by the authors, Know Your Customer Satisfaction and Know Yourself.