by John A. Quelch, Katherine E. Jocz · Portfolio Penguin · tapa blanda · ISBN 9780241961643
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«All Business is Local» is the essay by John A. Quelch and Katherine E. Jocz on the importance of place in business, published by Portfolio Penguin in paperback (256 pages, in English).
In the global and virtual economy, the concept of «place» remains key to business success. The authors redefine this term as a strategic imperative and analyse it from five perspectives: psychological, physical, virtual, geographical and global. They argue that customers' relationship with places influences their connection with companies, so large and small firms must act as both local and global to thrive.
Work published in 2012 in English; paperback edition. Consulted sources differ on the page count (248 according to some, 256 according to others), so it is omitted.
For marketing professionals, executives and business students interested in corporate strategy and global marketing.
