All Business is Local
Why Place Matters More than Ever in a Global, Virtual World
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- Publisher's listprice GBP 15.99
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6 111 Ft
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Product details:
- Publisher Portfolio Penguin
- Date of Publication 20 August 2015
- Number of Volumes Trade paperback (UK)
- ISBN 9780241961643
- Binding Paperback
- No. of pages256 pages
- Size 234x153x20 mm
- Weight 350 g
- Language English 0
Categories
Short description:
Redefining 'place' as a business imperative in the global economy, this title explores five categories (psychological, physical, virtual, geographical and global) and teaches us that just as customers' relationships to places profoundly affect their relationships to businesses, companies have to be local as well as global in order to succeed.
MoreLong description:
What's the most important factor in business today? Global competition? Digital development? Or is the age-old concept of 'place' actually the key to success even in todays advanced economy?
Marketing experts John Quelch and Katherine Jocz believe that huge opportunities are on offer to marketers and business leaders if they stay focussed on the power of locality. In All Business Is Local, they propose a radically different way of looking at marketing. As society becomes increasingly globalized and obsessed with the virtual world, businesses can easily forget that 'place' is more relevant than ever, and that it remains a major factor in the way we organize our lives.
Radically redefining 'place' as a business imperative in the global economy, Quelch and Jocz explore five categories (psychological, physical, virtual, geographical and global) and teach us that just as customers' relationships to places profoundly affect their relationships to businesses, today's companies - large and small - have to be local as well as global in order to succeed.
