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The Mirage of Global Markets: Why Companies Can't Succeed at Globalizing If They Don't Succeed at Localizing by David Arnold, X

The twin forces of market globalization promotional products and fragmentation pose a formidable challenge for the international marketing executive--how to reap the benefits of a global network without jeopardizing responsiveness to local marketing conditions. Arnold proves well up to this challenge providing a new approach promotional products and fresh insights into how to manage at a global level while still marketing locally.--Susan Douglas, New York University Stern School of BusinessWhy markets are becoming more local, not more global The real reasons international companies struggle away from homeAn intelligent framework for assessing promotional products and entering foreign marketsHow to localize the decisions that matter most--cost-effectivelyOrganization, distribution, promotional products and partnerships in the winning global enterpriseEssential reading for every manager, marketer, promotional products and executive who competes internationally Manage global, market local. 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 promotional products 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.David Arnold offers an end-to-end blueprint for globally managing the intensely local marketing programs that are crucial to your success. He covers it all: planning, market entry, product mix, branding promotional products and promotion, distribution, customer management, international pricing, organization, promotional products and more.Whether you're a product manager, marketer, strategist, or senior executive, this book will transform the way you approach internationalmarkets. Why do so many of even the best companies underperform in international markets? Because they've fallen for the "mirage" of global markets. In fact, the world is comprised of thousands of intensely local markets that are becoming more fragmented with each passing year.
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