Transnational Marketing and Transnational Consumers

• Main Author: Sirkeci, Ibrahim. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
• Series: SpringerBriefs in Business,
• Subjects: Economics.; Marketing.; Economics/Management Science.; Emerging Markets/Globalization.; Innovation/Technology Management.; Business Strategy/Leadership.
• Online Access: https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-642-36775-5

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...

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. �.