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Silk Route to International Marketing

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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 them. The Silk Road captures the essence of how international business really works. It gets to the heart of what drives seccess: People and passion. "Marketing is about relationships with global reach. You won't find a more discerning guide to forming and sustaining these complex webs." - George S. Day, The Geoffrey T. Boisi Professor and Professor of Marketing, The Wharton School, University of Pennsylvania, Philadelphia "Ambler and Styles have done an excellent job. Anyone attempting to conduct international business will recognise only too painfully the problemsthey identify - and will go on to be grateful for the solutions they describe." - Martin Sorrell, Chief Executive Officer, WPP Group Plc "In language at once formal, playful, and at times irreverent, Ambler and Styles place international marketing squarely within the emerging biological view of business success. Utterly refreshing!" - Arie de Geus, Author of The Living Company
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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

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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