Transnational Marketing and Transnational Consumers

Introduction.- Transnationalisation in a Global Era.- Transnationality of organisations.- Transnational marketing and transnational marketing strategy.- Transnationals: Transnational Consumers and Transnational Mobile Consumers.- Mobility and the transnationals.- Targeting and reaching transnationals and transnational mobiles.- Conclusions.- References.

Ibrahim Sirkeci is Professor of Transnational Studies and Marketing, as well as the Director of the Regent's Centre for Transnational Studies (RCTS) at Regent's College London. He also heads the MA programme in International Marketing at European Business School London. He holds a PhD from the University of Sheffield and a BA in Political Science and Public Administration from Bilkent University. His main areas of expertise are Human Mobility, Conflict, Transnational Marketing and Consumers, Marketing of Business Schools, Labour Markets, Remittances, Segmentation, and Digital Piracy. He has taught International Marketing, Transnational Marketing, Consumer Behaviour, and Principles of Marketing to diverse student groups at universities in the UK, Germany and Turkey. His professional profile includes serving as a consultant to the World Bank, the European Parliament, the Turkish Government, and Euromonitor. Sirkeci has published several books, over 60 research papers and delivered over 65 invited speeches in Europe and the US. He also serves on the editorial boards of several scholarly journals while at the same time editing Transnational Marketing Journal and the Migration Letters Journal. His most recent book 'Migration and Remittances during the Global Financial Crisis and Beyond' was published by the World Bank.