Transnational marketing and transnational consumers

The ways in which mobility and movement play a role in marketing and international business and management are of interest in an increasingly fast moving and interconnected world. An ever growing number of people are pursuing transnational lives along with increasing connectivity beyond national borders. Similarly, more and more firms are doing business crossing and beyond national borders. Hence, Transnational Marketing and Transnational Consumers are becoming increasingly common in today’s globalising and fast-moving world of business. This book is offering a fresh perspective focusing on the transnational character of organisations and firms, while underlining the importance of the transnationality of marketing strategies for success. At the same time, it introduces the novel concept of ‘transnational consumers’ and ‘transnational mobile consumers’ which takes into account the increasing human mobility and its implications for marketing success. This book gives flesh to the ever popular shorthand ‘‘glocal’’ referring to strategies thinking globally but acting locally. This is the reality of current business environment where the norm is fast mobility of goods, services, finance and consumers.

My input acknowledged on page viii.