"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