...Sam Fullerton; Roger Brooksbank; Larry Neale Purpose Technology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. The purpose of this paper is to explore consumer perspectives on the ethics of these initiatives. It also seeks to identify underlying...

.... Findings from both English and Chinese texts and data are examined to substantiate our focal argument. © MCB UP Limited 2003 Rhetorical traditions Pathos and logos Qing and li Marketing strategies Greek and Chinese Classical Rhetoric: The Root of Cultural Differences in Business...