Ambler, Tim <br/><br/>
The Silk Road to International Marketing :   profit and passion in global business / 
Tim Ambler and Chris Styles. 
 - London :  Financial Times Prentice Hall,  2000. 
 - x, 223 pages :  illustrations ;   24 cm 
<br/><br/>Foreword / Dennis Malamatinas --<br/>pt. I. Introduction. 1. One touch of nature. 2. Relationships for the long haul --<br/>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 --<br/>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. 
<br/><br/> "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." 
<br/><br/><label>ISBN: </label>0273642030 8178080257 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing.<br/>Marketing international.<br/>Internationale marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8  / AMB