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International Marketing In The Network Economy A Knowledgebased Approach First Edition Florian Kohlbacher

  • SKU: BELL-2407280
International Marketing In The Network Economy A Knowledgebased Approach First Edition Florian Kohlbacher
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International Marketing In The Network Economy A Knowledgebased Approach First Edition Florian Kohlbacher instant download after payment.

Publisher: Palgrave Macmillan
File Extension: PDF
File size: 1.93 MB
Pages: 275
Author: Florian Kohlbacher
ISBN: 9780230515703, 0230515703
Language: English
Year: 2007
Edition: First Edition

Product desciption

International Marketing In The Network Economy A Knowledgebased Approach First Edition Florian Kohlbacher by Florian Kohlbacher 9780230515703, 0230515703 instant download after payment.

Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.

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