All Business Is Local
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.
why place matters more than ever in a global, virtual world
Communication in marketing
From the critics
AgeAdd Age Suitability
There are no ages for this title yet.
SummaryAdd a Summary
There are no summaries for this title yet.
NoticesAdd a Notice
There are no notices for this title yet.
QuotesAdd a Quote
There are no quotes for this title yet.
VideosAdd a Video
There are no videos for this title yet.
Find it at NYPL
Buy It Now
Support your library, keep it forever!View Purchase Options Learn more about this program
Hello! We noticed you have the following items in your cart right now:
If you'd still like to purchase the items you have in your cart, you can do that now.
You'll be able to purchase your eBook after you have checked out your current cart.
To continue with your eBook purchase immediately, you can clear your cart by clicking below.
All items will be removed from your cart.
I'd like to keep browsing! I'll decide later.