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The mirage of global markets : how globalizing companies can succeed as markets localize
The mirage of global markets : how globalizing companies can succeed as markets localize
David Arnold
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"In The Mirage of Global markets, David Arnold reveals why many multinationals are actually losing global market share even while their international revenues are increasing - and how the world is rapidly accelerating toward "segments of one." Next, he offers a comprehensive new blueprint for maximizing profitability in a world of local markets." "You'll discover the critical ways in which international marketing is different from conventional marketing - and why the differences are growing, not shrinking. Then, you'll learn how to leverage your global power and reach while cost-effectively localizing key decisions about product mix, distribution, advertising, promotion, and strategy."--BOOK JACKET. Read more...
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