Rhetoric and Reality of Marketing

PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, ParisMARTIN EVANS Senior Teaching Fellow, Cardiff Business SchoolIOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, IntercollegeLYNNE EAGLE Senior Marketing Lecturer at Massey University, New ZealandDONGJIN YOON Professor In the Division of Business Administration, Woosuk University of KoreaINCHUL KIM Professor of Advertising and Public Relations, Dongeui University, KoreaROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, MalaysiaVESSELIN BLAGOEV Chairman of the Bulgarian Marketing AssociationASHISH SADH Assistant Professor of Marketing Management at IIMISHARADA TANGIRALA Freelance Media Consultant

'The book is an important tool for academics and practitioners who wish to develop an understanding of marketing as practised by firms within an international context.' - Journal of International Marketing and Marketing Research

• 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.Kitchen