TY  - BOOK
AU  - Ambler, Tim
AU  - Styles, Chris
TI  - The Silk Road to International Marketing : : profit and passion in global business 
SN  - 0273642030
U1  - 658.8 
PY  - 2000///
CY  - London
PB  - Financial Times Prentice Hall
KW  - Export marketing
KW  - Marketing international
KW  - Internationale marketing
N1  - 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
N2  - "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."
ER  -