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Item Details
| Title:
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THE MIRAGE OF GLOBAL MARKETS
HOW GLOBALIZING COMPANIES CAN SUCCEED ASMARKETS LOCALIZE |
| By: |
David John Arnold |
| Format: |
Hardback |
| List price:
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£19.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
013047066X |
| ISBN 13: |
9780130470669 |
| Publisher: |
PEARSON EDUCATION LIMITED |
| Pub. date: |
31 July, 2003 |
| Pages: |
256 |
| Description: |
Why do even the best companies struggle to become as profitable in international markets as they are at home? Because they've fallen for the "mirage" of a truly global market. This book presents how the world is accelerating towards "segments of one." It also offers a blueprint for maximizing profitability in a world of local markets. |
| Synopsis: |
Why do even the best companies struggle to become as profitable in international markets as they are at home? Because they've fallen for the "mirage" of a truly global market. In fact, the world is comprised of hundreds of intensely local markets that are becoming more fragmented with each passing year. In The Mirage of Global Markets, David Arnold reveals why multinationals are actually losing market share--and how the world is rapidly accelerating towards "segments of one." Next, he offers you a comprehensive new blueprint for maximizing profitability in a world of local markets. You will discover why international marketing has become radically different from conventional marketing, and you will learn how to cost-effectively localize all the decisions that matter most: decisions about market entry, product mix, distribution, promotion, communication, strategy and more. Simply put, The Mirage of Global Markets shows how to globally manage the intensely local marketing programs that are now utterly crucial to your success. |
| Publication: |
UK |
| Imprint: |
Financial Times Prentice Hall |
| Returns: |
Returnable |
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