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The Silk Road to International Marketing : profit and passion in global business / Tim Ambler and Chris Styles.

By: Ambler, TimContributor(s): Styles, ChrisMaterial type: TextTextLanguage: English Publisher: London : Financial Times Prentice Hall, 2000Description: x, 223 pages : illustrations ; 24 cmISBN: 0273642030; 8178080257Subject(s): Export marketing | Marketing international | Internationale marketingDDC classification: 658.8
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 - PASSION required to build successful business worldwide."
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Books Institute of Public Enterprise, Library
S Campus 		658.8 AMB (Browse shelf) Available 29859

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.

"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 - PASSION required to build successful business worldwide."

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