All Business is Local

Why Place Matters More than Ever in a Global, Virtual World

By: John Quelch, Katherine Jocz

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eBook | 23 February 2012

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256 Pages

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0 - 2

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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.

Industry Reviews

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