All business is local : why place matters more than ever in a global, virtual world
Title:
All business is local : why place matters more than ever in a global, virtual world
Author:
Quelch, John A.
Jocz, Katherine E.
ISBN:
9780241961643
Publication Information:
New York : Portfolio/Penguin, 2012
Physical Description:
248 p. : ill. ; 24 cm
General Note:
Includes bibliographical references and index
Abstract:
Redefining 'place' as a business imperative in the global economy, this title explores five categories (psychological, physical, virtual, geographical and global) and teaches us that just as customers' relationships to places profoundly affect their relationships to businesses, companies have to be local as well as global in order to succeed.
Subject:
| Internet marketing |
| Communication in marketing |
| Marketing |
| Globalization |
Summary:
Redefining 'place' as a business imperative in the global economy, this title explores five categories (psychological, physical, virtual, geographical and global) and teaches us that just as customers' relationships to places profoundly affect their relationships to businesses, companies have to be local as well as global in order to succeed.