| Description |
x, 223 pages ; 24 cm |
|
regular print |
| Contents |
Foreword / Dennis Malamatinas -- pt. I. Introduction. 1. One touch of nature. 2. Relationships for the long haul -- pt. II. MAC, SILK and PASSION: an overview. 3. What international managers do: networks of SILK. 4. MAC: how marketing decisions are made. 5. Organizational learning: international planning processes. 6. PASSION: creating commitment, purpose and identity -- pt. III. Principles in practice. 7. International marketing metrics: measuring what matters. 8. Not Invented Here: internationalizing innovation. 9. "Does this apply to me?" Adjusting for sectors. 10. Digital relationships. 11. Connectivity for the global marketer |
| Summary |
"The SILK Road offers a new perspective on how the international marketer adds value to the organization. One that is as relevant to small businesses as large multinationals. It maps a path that takes account of the Social Information, Learning and Knowledge - SILK - and the human factors - PASSIONrequired to build successful business worldwide."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing.
|
| Author |
Styles, Chris.
|
| LC no. |
00002089 |
| ISBN |
0273642030 : |
|
