The Silk Road to International Marketing

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9780273642039: The Silk Road to International Marketing

Taking the stance that business is social first, but with economic outcomes, The Silk Road presents two new models for international marketing which embraces every aspect of success. The first is SILK - Social Informations, Learning and Knowledge. The second - PASSION - builds on that to include corporate purpose and identity and the personal commitment, energies and enthusiasm which fire up the engine for great global performance. This radical new approach is supported by practical examples, modern marketing theory, and the authors' own international business experience. It tackles the very real problems companies face, and offers explanations and practical suggestions for addressing them. The Silk Road captures the essence of how international business really works. It gets to the heart of what drives seccess: People and passion. "Marketing is about relationships with global reach. You won't find a more discerning guide to forming and sustaining these complex webs." - George S. Day, The Geoffrey T. Boisi Professor and Professor of Marketing, The Wharton School, University of Pennsylvania, Philadelphia "Ambler and Styles have done an excellent job. Anyone attempting to conduct international business will recognise only too painfully the problems they identify - and will go on to be grateful for the solutions they describe."- Martin Sorrell, Chief Executive Officer, WPP Group Plc "In language at once formal, playful, and at times irreverent, Ambler and Styles place international marketing squarely within the emerging biological view of business success. Utterly refreshing!"- Arie de Geus, Author of The Living Company

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From the Back Cover:

Few business people will be untouched by international marketing in the new millennium. And those who do not venture overseas themselves will inevitable compete at home with foreign firms and brands. New technologies, of which the Internet and World Wide Web are only the beginning, are driving companies of all sizes, shapes and persuasions down the global road. Despite the availability of these new technologies, the key to success remains the building of human relationships.

This has been largely ignored by business schools, and international business people have simply followed their intuition. In the future, that will not be enough. This is the first book which applies the biological sciences to understanding what works and why - and how firms can improve.

Companies who will succeed will be those with better insights into how their organizations really work and the relationships which drive them.

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.

About the Author:

TIM AMBLER joined London Business School in 1991 and is a Senior Fellow. He leads the PAN' AGRA programme of research projects which include the measurement of marketing performance and brand equity, advertising and promotions effectiveness, marketing inn China, and overseas market entry. His publications include Marketing: From Advertising to Zen, in the Financial Times Guide series, and various papers on advertising and marketing. Tim was previously Joint MD of International Distillers and Vintners (IDV - now part of Diageo), responsible for strategy, acquisitions and marketing. He holds Master's degrees in Mathematics from Oxford and Business from the Sloan School (M.I.T.). He is a Chartered Accountant.

CHRIS STYLES is a senior lecturer at the School of Marketing, University of New South Wales. He teaches international marketing and strategy and directs a research programme that examines international business partnerships in Asia. Chris has contributed to the Journal of International Marketing, International Journal of Research in Marketing, International Marketing Review and the Financial Times Handbook of Management. He also carries out consulting and executive teaching assignments in Australasia and Europe. Chris obtained his PhD from London Business School, and is a past winner of the Academy of Marketing Science Doctoral Dissertation Award. He was previously Marketing Manager at Procter & Gamble, with responsibilities in Europe and the Middle East.

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Ambler, Tim
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