000			01630nam a2200217Ia 4500
020			_a0273642030
020			_a8178080257
041			_aENG
082			_a658.84 _bAMB
100			_aAmbler, Tim
245		0	_aThe Silk Road to International Marketing : _bprofit and passion in global business / _cTim Ambler and Chris Styles.
260			_aLondon : _bFinancial Times Prentice Hall, _c2000.
300			_ax, 223 pages : _billustrations ; _c24 cm
505			_aForeword / 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.
520			_a"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."
650			_aExport marketing.
650			_aMarketing international.
650			_aInternationale marketing.
700			_aStyles, Chris
942			_cBK _2ddc
999			_c4004 _d4004