Transnational Marketing and Transnational Consumers are becoming increasingly common in today's globalizing and fast moving world of business. This book presents a fresh perspective focusing on the transnational character of organizations and firms while underlining the importance of the transnationality of marketing strategies for success. At the same time, it introduces the novel concepts of Transnational Consumers and Transnational Mobile Consumers which take into account the increasing human mobility and its implications for marketing success.

Total annual global consumer spending tops $46.4 trillion. This market is assessed by region, country, and sector in International Consumer Markets 2020-2021. The scope of the global consumer includes wealth, discretionary spending, spending on luxury goods, and growth in the middle class. Analyses also include global cities, emerging economies, and urbanization. International Consumer Markets 2020-2021 assesses the following sectors: - $17.3 trillion retail market; $ 7.8 trillion travel & tourism sector; $ 7.1 trillion spending for healthcare and pharmaceuticals; $ 6.5 trillion spending worldwide for food and beverages; $ 2.8 trillion restaurant and foodservice sector; $ 1.6 trillion e-commerce sales; $ 0.7 trillion entertainment & media market. Profiles of global market leaders are presented and over 900 website links - directly embedded into the electronic edition - will direct you to additional market research and other resources.