Table of Contents

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

Promotional Information

Springer Book Archives

About the Author

PATRICK HETZEL Professor of Marketing, Panthéon-Assas University, Paris MARTIN EVANS Senior Teaching Fellow, Cardiff Business School IOANNA PAPASOLOMOU-DOUKAKIS Assistant Professor in the Department of Business, Intercollege LYNNE EAGLE Senior Marketing Lecturer at Massey University, New Zealand DONGJIN YOON Professor In the Division of Business Administration, Woosuk University of Korea INCHUL KIM Professor of Advertising and Public Relations, Dongeui University, Korea ROSMIMAH MOHD-ROSLIN Associate Professor, Universiti Teknologi MARA, Malaysia VESSELIN BLAGOEV Chairman of the Bulgarian Marketing Association ASHISH SADH Assistant Professor of Marketing Management at IIMI SHARADA TANGIRALA Freelance Media Consultant

Reviews

'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