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The rhetoric and reality of marketing : an international managerial approach
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The authors The Rhetoric and Reality of Marketing: An International Managerial Perspective P.Kitchen and A.Tangirala Drawing the Strands Together P.kitchen and I.Tangarala.Abstract:
Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective P.Kitchen The Rhetoric and Reality of Marketing In France P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom M.Evans The Rhetoric and Reality of Marketing In Cyprus I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand L.Eagle The Rhetoric and Reality of Marketing In South Korea D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria V.Blagoev The Rhetoric and Reality of Marketing In India A.Sadh & S.Tangirala Drawing the Strands Together P.Kitchenread more
Citations
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Journal ArticleDOI
Social facts and ethical hardware: Ethics in the value proposition
TL;DR: In this paper, the authors make a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage, using an uncertainty reduction model adapted from the diffusion literature.
Journal ArticleDOI
Constructing futures in new attractors
TL;DR: In this paper, the authors provide an introduction to three key concepts derived from chaos theory, with practical examples of each, which they believe can offer marketers an enriched understanding of the process by which they set out to construct an alternative future.
Dissertation
Integrated marketing communications and consumers patronage of nigerian beverage products
TL;DR: In this article, the impact of integrated marketing communication on consumers' patronage of Nigerian beverage products is examined. But, the study is aimed at examining the impact on consumers, and it is limited to the South Western part of Nigeria.
References
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Book
Marketing management: analysis. planning. implementation and control
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Journal ArticleDOI
A Service Quality Model and its Marketing Implications
TL;DR: In this article, a service quality model based on test of a sample of business executives, which describes how the quality of services is perceived by customers, is proposed, in which functional quality is seen to be a very important dimension of a perceived service.
Journal Article
Putting the Service-Profit Chain to Work
TL;DR: The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture as discussed by the authors, which can be used to evaluate the performance of service organizations.
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Principles of Marketing
TL;DR: The second edition of Randall's introductory text for general marketing courses, combining academic rigour with an accessible writing style as mentioned in this paper, provides a comprehensive overview of 'classical' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics.
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Service Management and Marketing: A Customer Relationship Management Approach
TL;DR: In this paper, the authors present the Six Rules of Service Management and the six principles of service management for managing relationships in a market-oriented organization: Structure, Resources and Service Processes.