Download All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World AudioBook Free
Why businesses should never underestimate the power of place: Today's business leaders are so enthusiastic about everything global and online that they risk neglecting the critical impact of physical place. From the paradox of the Internet age: given that it is possible for businesses to be all over at once, they have to concentrate 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 example, your decision to patronize Starbucks will be based upon be it the best local coffee shop in your neighborhood, not about how plenty of global locations it has. Marketing experts John Quelch and Katherine Jocz give a new way to take into account place in every tactical decision - from how to leverage consumer associations with locations to where to position products on the shelf. They explore circumstance studies such as Nike plus the Apple Store, designed to use put in place creative ways. Drawing on a blend of hard data and participating anecdotes, this audiobook can help any business - from global mega-brands to store, small town stores - influence customers better.
