Transnational Marketing and Transnational Consumers

Transnational Marketing and Transnational Consumers by Ibrahim Sirkeci.

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 transn...

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Bibliographic Details
Main Author: Sirkeci, Ibrahim (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
Edition:1st ed. 2013.
Series:SpringerBriefs in Business,
Springer eBook Collection.
Subjects:
Marketing.
Globalization.
Markets.
Management.
Industrial management.
Leadership.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.
Table of Contents:
  • 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.  .

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