Eagle, Lynne (2003) The rhetoric and reality of marketing in New Zealand. In: Kitchen, P., (ed.) Marketing: Rhetoric or Reality? An International Managerial Approach. Palgrave Macmillan, Basingstoke, pp. 72-86.

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Abstract

1. To illustrate actual marketing practice in a small, traditional Western-oriented country faced with twin disadvantages of a small domestic market and at a considerable distance from large international markets. 2. To provide an overview of the impact on marketing operations of a move from a highly regulated economy to one of the world’s least regulated economies. 3. To explore the impact of globalisation on the marketing operations of companies active in this market, and on their marketing communications activity in particular.

Item ID:	20494
Item Type:	Book Chapter (Research - B1)
ISBN:	0333987322
Keywords:	marketing, New Zealand
Date Deposited:	05 Sep 2017 01:11
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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