Description: In the new century, few businesspeople will be untouched by international marketing: those who do not venture oversees will find themselves competing at home with foreign firms and brands. International marketing has become crucial to success; it has also become far more complicated. The Silk Road to International Marketing presents a new model for international marketing -- SILK (Social Information, Learning, and Knowledge) -- which encompasses every aspect of successful international marketing. SILK offers a complete roadmap for designing effective international marketing strategies that add value every step of the way. Relevant to small businesses and global organizations alike, the book covers planning, decision-making, and implementation. Written by two leading experts in international marketing, it is replete with practical examples and actionable ideas.

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