Transnational Marketing and Transnational Consumers

Sirkeci, I

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

• Book Type: Authored Book
• Online Publication Date: Jan 1, 2013
• Publication Date: Jan 1, 2013
• Deposit Date: Nov 25, 2022
• Series Title: SpringerBriefs in Business
• ISBN: 9783642367748
• DOI: https://doi.org/10.1007/978-3-642-36775-5
• Publisher URL: https://doi.org/10.1007/978-3-642-36775-5