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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Journal ArticleDOI
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
New millennium, new segments: moving towards the segment of one?
TL;DR: In this paper, the authors consider the future of market segmentation and questions whether the "segment of one" is the new panacea for marketing and suggest that one-to-one segmentation faces similar barriers to those encountered by 'traditional' segmentation researchers.
Journal ArticleDOI
Internal Marketing: Making Marketing Happen
Nigel F. Piercy,Neil A. Morgan +1 more
TL;DR: The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction as discussed by the authors, and internal marketing appears to be a critical issue in making marketing work.
Journal ArticleDOI
Hospitality Marketing: The Internal Approach
TL;DR: In this paper, the authors argue that everything a customer experiences has marketing impact, so the best marketing strategies begin inside the operation and that the most effective marketing strategies start inside the organization.
Journal ArticleDOI
Information technology in three small developed countries
TL;DR: The dominant factor that seems to provide some explanation for different levels and directions of development of IT production is government policy in promoting IT production directly, in supporting IT industry R&D, and in education policies designed to provide appropriately trained labor pools.