Silk Route to International Marketing

Name: Silk Route to International Marketing
Availability: OutOfStock
ISBN: 9780273642039

ISBN-10: 0273642030

ISBN-13: 9780273642039

Edition: 2000

Authors: Tim Ambler, Chris Styles

List price: $30.00

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Description:

Taking the stance that business is social first, but with economic outcomes, The Silk Road presents two new models for international marketing which embraces every aspect of success. The first is SILK - Social Informations, Learning and Knowledge. The second - PASSION - builds on that to include corporate purpose and identity and the personal commitment, energies and enthusiasm which fire up the engine for great global performance. This radical new approach is supported by practical examples, modern marketing theory, and the authors' own international business experience. It tackles the very real problems companies face, and offers explanations and practical suggestions for addressing…

Book details

List price: $30.00
Copyright year: 2000
Publisher: Financial Times/Prentice Hall
Publication date: 3/8/2000
Binding: Paperback
Pages: 240
Size: 6.50" wide x 9.75" long x 1.00" tall
Weight: 1.298
Language: English

A bio is not available for this author.



Foreword



Acknowledgements



Introduction


National versus international understanding


Structure of the book



One touch of nature


International marketing and paradox



Relationships for the long haul


The nature of relationships


Relationships and performance


Forming and developing relationships


Putting people first



Mac, Silk and Passion: an overview


Mac


Silk


Passion



What international managers do: networks of Silk


The Silk model of international marketing


Organizational learning


On the Silk road: weaving between and within markets



Mac: how marketing decisions are made


Mental models



Organizational learning: international planning processes


War


Empathy



Passion: creating commitment, purpose and identity


Purpose


Animal spirits


Creating the corporate eco-climate



Principles in practice



International marketing metrics: measuring what matters


Corporate health


Performance


Harmonizing international metrics



Not Invented Here: internationalizing innovation


Taking product innovation across borders


Speed to market


Coping with cultural diversity


International advertising



"Does this apply to me?" Adjusting for sectors


Business-to-business marketing


Services marketing


Marketing in the non-profit sector



Digital relationships


The Web's effect on marketing


Building digital relationships with channel members


Developing brand--consumer relationships


Born global


The digital impact on international marketers



Connectivity for the global marketer


The biological age


Reducing the barriers of space and time


Implicit communications


New structures


Post-Cartesianism


Index