The Rhetoric and Reality of Marketing

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