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The Mirage of Global Markets: How Globalizing
The Mirage of Global Markets: How Globalizing
The Mirage of Global Markets: How Globalizing

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

Product ID : 20242126

Galleon Product ID 20242126
UPC / ISBN 076092017417 / 013047066X
Shipping Weight 0.79 lbs
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Binding: Paperback
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Shipping Dimension 8.98 x 5.98 x 0.87 inches
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Author David Arnold
Edition 1
Number Of Pages 256
Package Quantity 1
Publication Date 2003-08-10
Release Date 2003-07-31
UPC 076092017417
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About The Mirage Of Global Markets: How Globalizing

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.