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Transnational Marketing and Transnational Consumers

  • Ibrahim Sirkeci

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Ibrahim Sirkeci
    Pages 35-58
  3. Ibrahim Sirkeci
    Pages 65-67
  4. Back Matter
    Pages 69-72

About this book

Introduction

Transnational Marketing and Transnational Consumers are becoming increasingly common in today's globalizing and fast moving world of business. This book presents a fresh perspective focusing on the transnational character of organizations and firms while underlining the importance of the transnationality of marketing strategies for success. At the same time, it introduces the novel concepts of Transnational Consumers and Transnational Mobile Consumers which take into account the increasing human mobility and its implications for marketing success. This book gives flesh to the ever popular shorthand "glocal" referring to strategies thinking globally but acting locally. This is the reality of current business environment where the norm is fast mobility of goods, services, finance, and consumers.​

Keywords

Mobile Consumers Mobile Marketing National Cultures Segmentation Transnational Consumers Transnational Marketing Strategy

Authors and affiliations

  • Ibrahim Sirkeci
    • 1
  1. 1., Faculty of Business and ManagementRegent’s University LondonLondonUnited Kingdom

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-36775-5
  • Copyright Information The Author(s) 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-36774-8
  • Online ISBN 978-3-642-36775-5
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site