All Business Is Local: Why Place Matters More Than Ever in a Global, Virtual World
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 Sir Terry Leahy, former CEO, Tesco This is not a back-to-basics book: it takes the debate a great step forward. All Business Is Local identifies and endorses the most important aspects of global market-ing - then convincingly demonstrates not just the need for local sensitivity but also the huge competitive value that an evocative sense of place can confer on ambitious brands Sir Martin Sorrell, CEO WPP Technology has rendered distance irrelevant, but that does not mean we should for-get the importance of location. Quelch and Jocz remind us that, while we may all be global citizens, we are deeply influenced by our connections to place. All Business Is Local is a thoughtful and counterintuitive book Don Tapscott, bestselling co-author of Wikinomics--This text refers to thePaperbackedition.