The Mirage of Global Markets by David Arnold
The Mirage of Global Markets by David Arnold

The Mirage of Global Markets

How Globalizing Companies Can Succeed Asmarkets Localize
by David Arnold
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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. 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.

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About this Edition

Language

English

Publication Date

Jul 31, 2003

Format

Hardcover

Number of Pages

256

ISBN

013047066X

ISBN-13

9780130470669