All Business Is Local

All Business Is Local

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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.achieving brand recognition and attracting a loyal customer base on the Internet is difficult. ... Amazon is one of the few success stories to emerge from the first e- commerce boom. ... and ordering from physical delivery actually harkens back to the days before self-service when merchants delivered orders to customers.


Title:All Business Is Local
Author: John A. Quelch, Katherine E. Jocz
Publisher:Penguin - 2012-02-02
ISBN-13:

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