Transnational Marketing and Transnational Consumers

Online-Ressource (XI, 72 p. 6 illus., 3 illus. in color, digital)

Includes bibliographical references and index

Preface; Contents; Abbreviations; 1 Transnationalisation and Transnational Marketing Strategy; 1.1…Introduction; 1.2…Transnationalisation in a Global Era; 1.3…Transnationality of Organisations; 1.4…Transnational Marketing and Transnational Marketing Strategy; References; 2 Transnationals: Transnational Consumers and Transnational Mobile Consumers; 2.1…ConnectednessConnectedness and the Consumer E-Geography; 2.2…Introducing Mobilitymobility and Movementmovement as Segmentation Variables; 2.3…Early Scholarship on Mobiles; References; 3 Mobility and the Transnationals

3.1…Mobile Population is Larger Than Migrant Population3.2…Sub-groups Within Transnational Mobiles; 3.2.1 Transnational Professionals and High Skilled Migrants; 3.2.2 Transnational Entrepreneurs; 3.2.3 Wealthy Mobiles; 3.2.4 Tourists and Visitors; 3.2.5 Students; 3.2.6 Immigrants; 3.3…Segmentation for Transnationals and Mobiles; References; 4 Targeting and Reaching Transnationals and Transnational Mobiles; References; 5 Conclusions; References; About the Author; Index

10.1007/978-3-642-36775-5 [DOI]

ECONIS - Online Catalogue of the ZBW