International Marketing in the Network Economy

作者:Kohlbacher, Florian

页数:276

出版时间:2007-11

价格:$ 129.95

isbn号码:9780230515703

图书标签:营销

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.