Transnationalisation and transnational marketing strategy

Sirkeci, I ORCID: 2013, 'Transnationalisation and transnational marketing strategy' , in: Transnational Marketing and Transnational Consumers , Springer, Berlin, pp. 1-23.

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The world is in a constant change as are the organisations, the consumers and the ways in which businesses are connected and managed. The two main drastic changes we are concerned with here are, first, the increasing mobility of goods, finances and people and second, the enormous speed and variety available in communication and transportation. In such a mobile and connected world, transnational marketing strategy is superior to other strategies and it is the ultimate level to reach for marketing success.

Item Type: Book Section
Schools: Schools > Salford Business School
Journal or Publication Title: Transnational Marketing and Transnational Consumers
Publisher: Springer
ISBN: 9783642367748
Depositing User: Ibrahim Sirkeci
Date Deposited: 11 Nov 2022 10:44
Last Modified: 11 Nov 2022 10:44

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