Download All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World Audiobook

All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World Audiobook, by John A. Quelch Extended Sample Click for printable size audiobook cover
Author: John A. Quelch, Katherine E. Jocz Narrator: Walter Dixon Publisher: Recorded Books: Gildan Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: March 2012 ISBN: 9781469000237
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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.

Download and start listening now!

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About the Author

John Quelch is dean of CEIBS, the highestranked business school in China. He’s also a former dean of the London Business School and a former professor at Harvard Business School.

About the Narrator

Walter Dixon is a broadcast media veteran of more than twenty years’ experience with a background in theater and performing arts and voice work for commercials. After a career in public radio, he is now a full-time narrator with more than fifty audiobooks recorded in genres ranging from religion and politics to children’s stories.