Transnationalisation and Transnational Marketing Strategy

Ibrahim Sirkeci

Chapter Chapter 1 in Transnational Marketing and Transnational Consumers, 2013, pp 1-23 from Springer

Abstract: Abstract 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.

Keywords: Marketing Strategy; National Boundary; Marketing Environment; National Responsiveness; Marketing Orientation (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-642-36775-5_1

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DOI: 10.1007/978-3-642-36775-5_1

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