Publisher's Synopsis
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
