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Transnational Marketing and Transnational Consumers
53,49 €*
ISBN-13:
9783642367755
Veröffentl:
2013
Seiten:
72
Autor:
Ibrahim Sirkeci
Serie:
SpringerBriefs in Business
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
Transnational Marketing and Transnational Consumers are becoming increasingly common in today's globalizing and fast moving world of business. This book presents a fresh perspective focusing on the transnational character of organizations and firms while underlining the importance of the transnationality of marketing strategies for success. At the same time, it introduces the novel concepts of Transnational Consumers and Transnational Mobile Consumers which take into account the increasing human mobility and its implications for marketing success. This book gives flesh to the ever popular shorthand "glocal" referring to strategies thinking globally but acting locally. This is the reality of current business environment where the norm is fast mobility of goods, services, finance, and consumers.¿
This book offers a fresh perspective on the transnational character of organizations and firms, stressing the importance of the transnationality of marketing strategies for success. Takes into account increasing human mobility and its implications for marketing.
Introduction.- Transnationalisation in a Global Era.- Transnationality of organisations.- Transnational marketing and transnational marketing strategy.- Transnationals: Transnational Consumers and Transnational Mobile Consumers.- Mobility and the transnationals.- Targeting and reaching transnationals and transnational mobiles.- Conclusions.- References.¿