Kohlbacher Florian:
International Marketing In The Network Economy

A Knowledge-Based Approach

Palgrave Macmillan (United Kingdom), 2007
Hardback, 272 pages
Size: 216x138 mm
ISBN: 9780230515703
ISBN-10: 0230515703

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International Marketing In The Network Economy

Scholars around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an important determinant of competitive advantage. This book draws on examples of knowledge-based firms to reveal that knowledge-based marketing is key to obtaining a competitive advantage.

Related links:

Florian Kohlbacher
Information theory
Communication studies
Reference, information and interdisciplinary subjects
Palgrave Macmillan

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Florian Kohlbacher
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