All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World - Couverture rigide

Quelch, John A.; Jocz, Katherine E.

 
9781591844655: All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World
Couverture rigide
ISBN 10 : 1591844657 ISBN 13 : 9781591844655
Editeur : Portfolio, 2012

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

John Quelch is Dean of CEIBS, the highestranked business school in China. He's also a former Dean of the London Business School and a former professor at Harvard Business School.
Katherine E. Jocz is a research associate at Harvard Business School and a former director at Marketspace. Their work has been featured in the Harvard Business Review among other publications.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Portfolio
Date d'édition
2012
Langue
anglais
ISBN 10 
1591844657
ISBN 13 
9781591844655
Reliure
Relié
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
M.E.G Cards & Gifts
443000000000
paula@megcards.com

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Autres éditions populaires du même titre

9780241961643: All Business is Local: Why Place Matters More than Ever in a Global, Virtual World

Edition présentée

ISBN 10 :  0241961645 ISBN 13 :  9780241961643
Editeur : Portfolio Penguin, 2012
Couverture souple