Product Description
Global marketing for a world of radically local markets.
- Why markets are becoming more local, not more global
- The real reasons international companies struggle away from home
- An intelligent framework for assessing and entering foreign markets
- How to localize the decisions that matter most-cost-effectively
- Organization, distribution, and partnerships in the winning global enterprise
- Essential reading for every manager, marketer, and executive who competes internationally
Manage globally, market locally. That’s the new route to success for global enterprises. Make sure your marketing reflects the powerful, surprising reality of global markets-they are becoming radically more local-but leverage the best practices and economies of scale your smaller competitors simply can’t match.
Can’t do both? You’d better-and The Mirage of Global Markets will show you how.