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All Business is Local: Why Place Matters More than Ever in a Global, Virtual World (English) غلاف ورقي – 23 فبراير 2012


شاهد كل الصيغ والإصدارات إخفاء الصيغ والإصدارات الأخرى
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غلاف ورقي, 23 فبراير 2012
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  • Paperback: 256 صفحات
  • الناشر: Portfolio Penguin (23 فبراير، 2012)
  • اللغة: English
  • الرقم الدولي المعياري للكتاب ISBN-10: 0241961645
  • الرقم الدولي المعياري للكتاب ISBN-13: 978-0241961643
  • أبعاد المنتج: 23.5 x 1.2 x 17.1 cm
  • وزن الشحن: 358 g
  • الأعلى تقييماً: كن أول من يقيم هذا المنتج

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Review

Technology has rendered distance irrelevant, but that does not mean we should for-get the importance of location. Quelch and Jocz remind us that, while we may all be global citizens, we are deeply influenced by our connections to place. All Business Is Local is a thoughtful and counterintuitive book * Don Tapscott, bestselling co-author of Wikinomics * This is not a back-to-basics book: it takes the debate a great step forward. All Business Is Local identifies and endorses the most important aspects of global market-ing - then convincingly demonstrates not just the need for local sensitivity but also the huge competitive value that an evocative sense of place can confer on ambitious brands * Sir Martin Sorrell, CEO WPP * This book is a timely reminder that not all markets are global and even those that are have local foundations. Consumers trust big brands but they also trust local relationships based in their community. Well worth the read * Sir Terry Leahy, former CEO, Tesco *

About the Author

John A. Quelch is dean, vice president and distinguished professor of inter-national management at the China Europe International Business School (CEIBS). He was formerly senior asso-ciate dean of the Harvard Business School and dean of the London Business School. He is also a director of WPP and Alere, a member of the Coun-cil on Foreign Relations, and a fellow of the Royal Geographical Society. Katherine E. Jocz is a consultant and writer on marketing. She was formerly a research associate at the Harvard Business School and director of networks and relationships at Marketspace, a Monitor Group company. She has served as a member of the editorial review board of the Journal of Marketing and the board of directors of the Asso-ciation for Consumer Research.


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