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Transnationalisation and Transnational Marketing Strategy

In: Transnational Marketing and Transnational Consumers

Author

Listed:
  • Ibrahim Sirkeci

    (Regent’s University London)

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.

Suggested Citation

  • Ibrahim Sirkeci, 2013. "Transnationalisation and Transnational Marketing Strategy," SpringerBriefs in Business, in: Transnational Marketing and Transnational Consumers, edition 127, chapter 0, pages 1-23, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-642-36775-5_1
    DOI: 10.1007/978-3-642-36775-5_1
    as

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