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.revisit, others an escape. Consumers want to navigate easily from site to site and within sites. ... As in the physical world, consumers rely on explicit maps as well as unconscious cues to guide them to their desired destinations. ... In 2011, the Internet Corporation for Assigned Names and Numbers (ICANN) decided to expand the pool of domain extensions, thus increasing ... Now, instead of fighting over coveted dot-coms, companies can create their own personal extensiona€”a . ford oranbsp;...

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


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