Transnational Marketing and Transnational Consumers

• Main Author: Sirkeci, Ibrahim (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013.
• Series: SpringerBriefs in Business,
• Subjects: Business.; Marketing.; Leadership.; Management.; Industrial management.; Globalization.; Markets.; Business and Management.; Emerging Markets/Globalization.; Innovation/Technology Management.; Business Strategy/Leadership.

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.  .