P. Kitchen - Böcker

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.

This volume compares and contrasts how different firms approach marketing within the same country. It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practise it and contains cutting-edge thinking from expert commentators on the marketing scene worldwide. It uses 16 case study examples of marketing practice in eight countries and shows whether marketing allegiance is openly proclaimed but in practice merely a rhetorical device, or whether it is deeply embedded in organizational culture.

This book is intended for practitioners and academics who wish to develop an understanding of marketing in an international context. Rather the text gives comments, views, positive statements, criticisms and doubts from leading authors, concerning marketing and its role within business and as an academic subject in the 21st century.

Marketing has become the dominant connecting mode of expression between business and non-business organisations and customers and consumers. However, there are some misgivings about marketing in the 21st century. This volume addresses the positive and negative elements of marketing and questions 'Is marketing a leviathan in today's societies?'

A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.

It concerns issues revolving around marketing as a form of rhetoric and marketing as a living reality for firms who practice it and contains cutting edge thinking from expert commentators on the marketing scene worldwide.

Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. This book aims to redress that omission. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors; moreover, marketing itself may be a metaphor, underlying many exchanges and relationships.

By 'marketing mind prints', this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. Instead, leading authors develop their own 'mind print' - in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future.

By 'marketing mind prints', this book is not attempting to map the future by indicating the nature of the marketing terrain and the ways to traverse it. The maps and the terrain are already well known. Instead, leading authors develop their own 'mind print' in other words, a picture of a segment of the marketing terrain they consider to be important now and in the future. The aim is for readers to ponder upon a specific 'mind print', and to consider how and in what ways the print can be incorporated or developed within their own business.CHARLES CHIEN Associate Professor of Marketing and Director of the Department of International Trade and Business, Feng Chia University, Taiwan, China JACOB GOLDENBURG Senior Lecturer, School of Business Administration, Hebrew University of Jerusalem, Israel ANGUS JENKINSON Professor of Integrated Marketing, University of Luton, UK DALE LITTLER Professor of Marketing at the Manchester School of Management and Dean of Management Studies at UMIST, UK MALCOLM McDONALD Professor of Marketing and Deputy Director of Cranfield School of Management, UK LUIZ MOUTINHO Professor of Marketing and Director of Doctoral Programme, University of Glasgow, UK STANLEY PALIWODA Professor of International Marketing, Birmingham Business School, University of Birmingham, UK JOHN RYANS James R. Good Professor of Global Strategy, Bowling Green State University, Ohio, USA BRANKO SAIN Research Fellow at the Centre for Integrated Marketing, University of Luton, UK