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130518s2013 gw | s |||| 0|eng d |
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|a 9783642367755
|9 978-3-642-36775-5
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|a 10.1007/978-3-642-36775-5
|2 doi
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|a HF5410-5417.5
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|a 658.8
|2 23
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|a Sirkeci, Ibrahim.
|e author.
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|a Transnational Marketing and Transnational Consumers
|c by Ibrahim Sirkeci.
|h [electronic resource] /
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| 264 |
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1 |
|a Berlin, Heidelberg :
|b Springer Berlin Heidelberg :
|b Imprint: Springer,
|c 2013.
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| 300 |
# |
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|a XI, 72 p. 6 illus., 3 illus. in color.
|b online resource.
|
| 336 |
# |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
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|a online resource
|b cr
|2 rdacarrier
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| 347 |
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|a text file
|b PDF
|2 rda
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| 490 |
1 |
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|a SpringerBriefs in Business,
|x 2191-5482
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| 505 |
0 |
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|a 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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| 520 |
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|a 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.
|
| 650 |
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0 |
|a Economics.
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| 650 |
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0 |
|a Marketing.
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| 650 |
1 |
4 |
|a Economics/Management Science.
|
| 650 |
2 |
4 |
|a Marketing.
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| 650 |
2 |
4 |
|a Emerging Markets/Globalization.
|
| 650 |
2 |
4 |
|a Innovation/Technology Management.
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| 650 |
2 |
4 |
|a Business Strategy/Leadership.
|
| 710 |
2 |
# |
|a SpringerLink (Online service)
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| 773 |
0 |
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|t Springer eBooks
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| 776 |
0 |
8 |
|i Printed edition:
|z 9783642367748
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| 830 |
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0 |
|a SpringerBriefs in Business,
|x 2191-5482
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| 856 |
4 |
0 |
|u https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-642-36775-5
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| 912 |
# |
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|a ZDB-2-SBE
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| 950 |
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|a Business and Economics (Springer-11643)
|