Listen to a sample
All Business Is Local
- Narrator
- Walter Dixon
- Publisher
- Ascent Audio
- Publish Date
- 5 March 2012
- Run Time
- 5 hours 18 minutes
- Format
- Audiobook
What to expect
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 audiobook will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.
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Details
- Author
- Katherine E. Jocz, John A. Quelch
- Narrator
- Walter Dixon
- Duration
- 5 hours 18 minutes
- Release Date
- 5 March 2012
- ISBN
- 9781469000237
- Format
- Audiobook
- Publisher
- Ascent Audio
- Genre
- Entrepreneurship, Business and Management, Management and management techniques, Business strategy, Management: leadership and motivation
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 audiobook will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.
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