All business is local : why place matters more than ever in a global, virtual world (eBook, 2012) [WorldCat.org]
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All business is local : why place matters more than ever in a global, virtual world
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All business is local : why place matters more than ever in a global, virtual world

Author: John A Quelch; Katherine E Jocz
Publisher: New York : Portfolio/Penguin, 2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Quelch, John A.
All business is local.
New York : Portfolio/Penguin, 2012
(DLC) 2011036149
(OCoLC)729341468
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John A Quelch; Katherine E Jocz
ISBN: 9781101571873 110157187X 9780241961650 0241961653
OCLC Number: 860771019
Description: 1 online resource
Contents: Introduction: the persistence of place --
Managing psychological place --
Managing physical place --
Managing virtual place --
Marketing geographic place --
Marketing locally and globally --
Conclusion.
Responsibility: John A. Quelch and Katherine E. Jocz.
More information:

Abstract:

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.

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This book is a timely reminder that not all markets are global and even those that are have local foundations. Consumers trust big brands but they also trust local relationships based in their Read more...

 
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