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International Marketing in the Network Economy

International Marketing in the Network Economy

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9780230515703
Condition
New
Product Description

The capability of MNCs to create, transfer and combine knowledge from different locations is an important determinant of corporate success. This book uses examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Siemens, Mazda, and Maekawa - to show that knowledge-based marketing is key to a sustainable competitive advantage.

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