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The Silk Road to International Marketing cover
  • ISBN: 9780273642039
  • ISBN10: 0273642030

The Silk Road to International Marketing

by Ambler, Tim Styles, Chris

  • List Price: $30.00
  • Binding: Hardcover
  • Publisher: Financial Times/Prentice Hall
  • Publish date: 01/01/2000
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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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