All Business is Local

Name: All Business is Local
Brand: Penguin Books
SKU: 9780241961643
Price: 145.61 RON
Availability: InStock

Why Place Matters More than Ever in a Global, Virtual World

Autor: John Quelch

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Editura: Penguin Books

Disponibilitate: În depozitul extern

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What's the most important factor in business today? Global competition? Digital development? Or is t...

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Autor

John Quelch

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2012

Pagini

256

EAN

9780241961643

ISBN

0241961645

Enbook ID

04432106

Editura

Penguin Books

Greutate

340

Dimensiuni

235 x 171 x 12

Descriere completă

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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All Business is Local

Why Place Matters More than Ever in a Global, Virtual World

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