All Business is Local

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Коментари: 0

Издател Portfolio-Penguin
Брой страници 248
Година на издаване 2012
Корици меки
Език английски
Тегло 340 грама
Размери 23x15
ISBN 9780241961643
Баркод 9780241961643
Категории Технология и психология на бизнеса, Икономика, Книги

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 today's advanced economy? Marketing experts John Quelch and Katherine Jocz believe that huge opportunities are on offer to marketers and business leaders if they stay focused 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.

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