The Silk Road to International Marketing: Profit and Passion in Global Business

Rating:
Summary: Finally a readable book on international marketing
Review: After ploughing through too many dry, long texts its really refreshing to find a book that is not only useful and informative but really easy to read - when you as busy as most of us are it is of paramount importance to get some real value and memorable tips and tricks QUICKLY!

Rating:
Summary: an essential perspective
Review: As a student of marketing at the University of NSW in Sydney where co-author Dr Chris Styles lectures I was fortunate enough to get a first hand insight into the ideas behind this most worthwhile text. I remember asking Dr Styles if his course was one through which I might pass but ultimately take nothing from like so many other "theoretical" subjects. He recommmended I read the book and needless to say, I enrolled after reading the first few chapters. It is always a great challenge to find a book that synthesises well researched argument with those gems of practical advice that make a difference over and over again in 'real life'. Definitely one for the library of perspectives that you will refer to in your head on countless occasions in the future.

Rating:
Summary: The Silk Road to International Marketing
Review: The authors claim that business success comes, in part, from getting the human side right: emotions, relationships etc. When doing business across borders and cultures, whether directly with consumers or with business partners, this becomes all the more important. Those who have lived it (like me), will immediately understand - those who haven't, should read this book before they do.

But the bottom line is that the authors seem to get it. And they explain this with examples, as well as analysis, and also give out some practical tools which should help pretty much anyone involved in international marketing.

The book also has a few novel ways of thinking about issues - whether one precisely agrees with them or not, they are very thought provoking (and in my view) at least generally correct and insightful. The concepts of "social learning" (where the SILK acronym in the title comes from) and of the "impact of biology" on marketing are quite intriguing.

..... leaves you with a new (and better) perspective on international marketing issues.

A great read for a dull flight ! And the people who should really read this book, probably fly a lot.