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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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The Emergence Of IMC: A Theoretical Perspective
TL;DR: In this paper, the authors critically consider IMC in terms of development, impact on marketing communications, barriers to further progress, and current location identification and likely development in the future, and suggest that IMC has to move beyond this stage if it is to radically change the face of communications and marketing.
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Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective
Philip J. Kitchen,Li Tao +1 more
TL;DR: Wang et al. as discussed by the authors reported a survey about diffusion of the concept of integrated marketing communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy.
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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.
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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.
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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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Marketing's Changing Social Relationships:
TL;DR: In this article, what are marketing boundaries in a highly automated, industrialized society? What are marketing's social responsibilities today? These and other important questions are raised by the author. He c...
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Managing the Service Encounter: A Focus on the Employee
TL;DR: In this paper, the authors focused on employment strategies to include selection and training, the development and implementation of customer care programmes and the management of all interpersonal relationships within an organisation, and the service encounter between an organisation′s employees and its customers and the ensuing implications for service operations and management are important.
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Differentiate with the 5th P: People
TL;DR: In this paper, the authors examine traditional marketing views of employees to develop a differentiated marketing strategy to gain a competitive advantage, based on a suggested topology of employees, and propose that employees be recognized as a distinctive element of the marketing mix.
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An introduction to marketing.
TL;DR: This class is for students who are able to perform at the college level and cannot take good notes, and who cannot be in class on a regular and timely basis.
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Truth in Marketing Theory and Research: An Alternative Perspective:
TL;DR: In this paper, the authors have discussed the possibility of a marketing science and have presented their visions to describe the characteristics of such a science, but these visions must come to reality.