All Business is Local (ePub)

Name: All Business is Local
Brand: Penguin Books Ltd
SKU: 54109385
Price: 14.99 EUR
Availability: OnlineOnly

Why Place Matters More than Ever in a Global, Virtual World (Sprache: Englisch)

Autoren: John Quelch , Katherine Jocz

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All Business is Local, John Quelch, Katherine Jocz

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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.

Autoren-Porträt von John Quelch, Katherine Jocz

John A. Quelch is dean, vice president and distinguished professor of international management at the China Europe International Business School (CEIBS). He was formerly senior associate dean of the Harvard Business School and dean of the London Business School. He is also a director of WPP and Alere, a member of the Council on Foreign Relations, and a fellow of the Royal Geographical Society.

Katherine E. Jocz is a consultant and writer on marketing. She was formerly a research associate at the Harvard Business School and director of networks and relationships at Marketspace, a Monitor Group company. She has served as a member of the editorial review board of the Journal of Marketing and the board of directors of the Association for Consumer Research.

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Bibliographische Angaben

Autoren: John Quelch , Katherine Jocz
2012, Englisch
Verlag: Penguin Books Ltd
ISBN-10: 0241961653
ISBN-13: 9780241961650
Erscheinungsdatum: 23.02.2012

Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.

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Dateiformat: ePub
Größe: 0.74 MB
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Sprache:

Englisch

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Pressezitat

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

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