All Business Is Local

Why Place Matters More Than Ever in A Global, Virtual World
Quelch, John A. (Book - 2012)
Average Rating: 3.5 stars out of 5.
All Business Is Local

Item Details

Penguin Putnam

Why businesses should never underestimate the power of place.

Today's business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It's a paradox of the Internet age: now that it's possible for businesses to be everywhere at once, they need to focus on what it means to be one specific place at a time.

The best global brands, from IBM to McDonald's, are by design also the leading local brands. For instance, your decision to patronize Starbucks will depend on whether it's the best local coffee shop in your neighborhood, not on how many thousands of global locations it has.

Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.

Drawing on a blend of hard data and engaging anecdotes, this book will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.

Baker & Taylor
Two marketing experts combine data and anecdotes to describe why physical place is still important in the virtual and global marketplace and explain how to leverage neighborhood locations to influence customers and increase sales. 12,500 first printing.

Authors: Quelch, John A.
Statement of Responsibility: John A. Quelch and Katherine E. Jocz
Title: All business is local
why place matters more than ever in a global, virtual world
Publisher: New York : Portfolio/Penguin, 2012
Characteristics: 248 p. ; 22 cm.
Bibliography: Includes bibliographical references
Subject Headings: Globalization Marketing Communication in marketing Internet marketing
Topical Term: Globalization
Communication in marketing
Internet marketing
Additional Contributors: Jocz, Katherine E.
LCCN: 2011036149
ISBN: 1591844657
Branch Call Number: 658.8 Q
Research Call Number: *R-SIBL HF5415.1265 .Q45
MARC Display»


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Quelch, John A.
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