Transnational Marketing and Transnational Consumers

Sirkeci, I ORCID: https://orcid.org/0000-0002-2334-7424 2013, Transnational Marketing and Transnational Consumers , SpringerBriefs in Business, 1 , Springer Berlin, Heidelberg.

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Abstract

Presents clear and crisp definitions of what is global, international, multinational, and transnational in the world of marketing Explains the key features of a transnational marketing strategy, a key to the success of global small and large organisations, with many real-life examples and illustrations Introduces insightful new concepts of Transnational Consumers and Transnational Mobile Consumers

Item Type:	Book
Schools:	Schools > Salford Business School
Journal or Publication Title:	SpringerBriefs in Business
Publisher:	Springer Berlin
Series Name:	SpringerBriefs in Business
ISBN:	9783642367748
Depositing User:	Ibrahim Sirkeci
Date Deposited:	25 Nov 2022 08:44
Last Modified:	25 Nov 2022 08:44
URI:	https://usir.salford.ac.uk/id/eprint/65520

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