000 02975nam a22005535i 4500
001 978-3-642-36775-5
003 DE-He213
005 20200420211749.0
007 cr nn 008mamaa
008 130518s2013 gw | s |||| 0|eng d
020 _a9783642367755
_9978-3-642-36775-5
024 7 _a10.1007/978-3-642-36775-5
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aSirkeci, Ibrahim.
_eauthor.
245 1 0 _aTransnational Marketing and Transnational Consumers
_h[electronic resource] /
_cby Ibrahim Sirkeci.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg :
_bImprint: Springer,
_c2013.
300 _aXI, 72 p. 6 illus., 3 illus. in color.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringerBriefs in Business,
_x2191-5482
505 0 _aIntroduction.- 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.  .
520 _aTransnational 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.
650 0 _aBusiness.
650 0 _aMarketing.
650 0 _aLeadership.
650 0 _aManagement.
650 0 _aIndustrial management.
650 0 _aGlobalization.
650 0 _aMarkets.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
650 2 4 _aEmerging Markets/Globalization.
650 2 4 _aInnovation/Technology Management.
650 2 4 _aBusiness Strategy/Leadership.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783642367748
830 0 _aSpringerBriefs in Business,
_x2191-5482
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-642-36775-5
912 _aZDB-2-SBE
942 _cEBK
999 _c51154
_d51154