The Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize, Adobe Reader PDF (Adobe DRM) download by David Arnold

The Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize, Adobe Reader

Cisco Press
Publication date: July 2003
ISBN: 9780132044660
Digital Book format: PDF (Adobe DRM)

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"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 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 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 and promotion, distribution, customer management, international pricing, organization, and more.Whether you're a product manager, marketer, strategist, or senior executive, this book will transform the way you approach international markets.

    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.

    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.

    If you've been struggling in global markets, this book will diagnose your problem--and prescribe your cure.

    Why ""global"" companies can fail--and how yours can succeed

    Global markets aren't what you thought they were

    Which markets to enter--and how to decide

    How to realistically assess market size, potential, and timing

    Global branding and promotion in a local world

    Seeing the world the way your customers do

    Getting your local relationships right

    Choosing and managing your local distributors

    The fine art of international pricing

    Navigating the tricky waters of pricing and managing powerful international customers

    Bringing global best practices to local markets

    Leveraging multinational best practices while staying true to your local markets

    "

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