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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 )
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 marketing - 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 )
Technology has rendered distance irrelevant, but that does not mean we should forget 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 marketing - 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 )
Technology has rendered distance irrelevant, but that does not mean we should forget 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 )
Product Description
What's the most important factor in business today? Global competition? Digital development? Or is the age-old concept of 'place' actually the key to success even in todays advanced economy?
Marketing experts John Quelch and Katherine Jocz believe that huge opportunities are on offer to marketers and business leaders if they stay focussed on the power of locality. In All Business Is Local, they propose a radically different way of looking at marketing. As society becomes increasingly globalized and obsessed with the virtual world, businesses can easily forget that 'place' is more relevant than ever, and that it remains a major factor in the way we organize our lives.
Radically redefining 'place' as a business imperative in the global economy, Quelch and Jocz explore five categories (psychological, physical, virtual, geographical and global) and teach us that just as customers' relationships to places profoundly affect their relationships to businesses, today's companies - large and small - have to be local as well as global in order to succeed.
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2 of 2 people found the following review helpful
The more things change, the more they remain the same
18 Mar 2012
Format:Kindle Edition|Amazon Verified Purchase
The authors do a great job of making the case for localization and importance of geography when it comes to branding, and in general marketing. There are some interesting anecdotes (e.g., how Malaysia attracted investment from multinational corporations) which make for an entertaining read. Also peppered throughout are high level frameworks that others have used to strike a balance around globalization and localization of various product attributes. These may help readers to consider new dimensions as they explore the concepts on their own.
Having said that, towards the end of the book, the proof to support the thesis around why location is ever so important gets a bit tiring, with the last chapter rehashing some of the concepts introduced earlier in the book.
Having said that, towards the end of the book, the proof to support the thesis around why location is ever so important gets a bit tiring, with the last chapter rehashing some of the concepts introduced earlier in the book.
1 of 1 people found the following review helpful
An insightful book, stating the unstated!
27 April 2012
Format:Hardcover
The book has provided me new insights into the importance of location and place in business. I am a Computer Scientist, and have published work on place-based computing (including how to make places legible), but I find the ideas on place in this book from the business perspective useful. The book discusses the need to take into account how people think about places (such as the value of associating products with places that influences the perception of products, e.g., German car, etc), how people interact with the physical place, the role of virtual place (the Internet and how it can complement physical place), how geographic place should be approached, and about local and global markets (e.g., contextualization, etc). Several interesting observations are noted, e.g., that with Facebook, many friends of persons have a geographical bias - there tend to be more friends who are geographically closer to the person, even though Facebook is on the Internet, transcending geographical barriers. The book is a useful read even for Computer Scientists or anyone interested in understanding an aspect of how the world works.
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