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Transnational Marketing and Transnational Consumers are becoming
increasingly common in today's globalizing and fast moving world of
business. This bookpresents 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.
"Transnational Mobility of Consumers is of increasing importance
for understanding transnational marketing."
"Prof. Ibrahim Sirkeci s new book, Transnational Marketing and
Transnational Consumers, deals with this important issue in an
excellent way. The book is highly recommendable for both academics
and practitioners in International Marketing."
""
"Svend Hollensen"
"University of Southern Denmark"
"Author of Global Marketing (Pearson)"
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Göç Dergisi
Selma Akay Ertürk, Erhan Kurtarır, Ibrahim Sirkeci
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R1,315
Discovery Miles 13 150
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Ships in 10 - 15 working days
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