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Genre/Form: | Electronic books |
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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:
Reviews
Publisher Synopsis
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 community. Well worth the read * Sir Terry Leahy, former CEO, Tesco * This is not a back-to-basics book: it takes the debate a great step forward. All Business Is Local identifies and endorses the most important aspects of global market ing - then convincingly demonstrates not just the need for local sensitivity but also the huge competitive value that an evocative sense of place can confer on ambitious brands * Sir Martin Sorrell, CEO, WPP * Technology has rendered distance irrelevant, but that does not mean we should for get the importance of location. Quelch and Jocz remind us that, while we may all be global citizens, we are deeply influenced by our connections to place. All Business Is Local is a thoughtful and counterintuitive book * Don Tapscott, bestselling co-author of Wikinomics * Read more...

