Transnationalisation and transnational marketing strategy

Sirkeci, I

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.

Citation

Sirkeci, I. (2013). Transnationalisation and transnational marketing strategy. In Transnational Marketing and Transnational Consumers (1-23). Berlin: Springer. https://doi.org/10.1007/978-3-642-36775-5_1

• Online Publication Date: Jan 1, 2013
• Publication Date: May 18, 2013
• Deposit Date: Nov 11, 2022
• Publisher: Springer
• Pages: 1-23
• Book Title: Transnational Marketing and Transnational Consumers
• ISBN: 9783642367748
• DOI: https://doi.org/10.1007/978-3-642-36775-5_1
• Publisher URL: https://doi.org/10.1007/978-3-642-36775-5_1