All Business Is Local by John A. Quelch
Why Place Matters More Than Ever in a Global, Virtual World

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Why businesses should never underestimate the power of place.

Today's business leaders are so obsessed with all things global and virtual that they risk neglecting the critical impact of physical place. It's a paradox of the Internet age: now that it's possible for businesses to be everywhere at once, they need to focus on what it means to be one specific place at a time.

The best global brands, from IBM to McDonald's, are by design also the leading local brands. For instance, your decision to patronize Starbucks will depend on whether it's the best local coffee shop in your neighborhood, not on how many thousands of global locations it has.

Marketing experts John Quelch and Katherine Jocz offer a new way to think about place in every strategic decision-from how to leverage consumer associations with locations to where to position products on the shelf. They explore case studies such as Nike and The Apple Store, which use place in creative ways.

Drawing on a blend of hard data and engaging anecdotes, this book will help any business-from global mega-brands to boutique, small town stores- influence customers more effectively.


About John A. Quelch

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JOHN QUELCH is Dean of CEIBS, the highest-ranked business school in China. He's also a former Dean of the London Business School and a former professor at Harvard Business School.KATHERINE E. JOCZ is a research associate at Harvard Business School and a former director at Marketspace. Their work has been featured in the Harvard Business Review among other publications.
Published February 2, 2012 by Portfolio. 252 pages
Genres: Business & Economics, Education & Reference. Non-fiction

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Quelch, a former Harvard Business School professor who now serves as dean of a business school in China, teams with Jocz, a current HBS research associate, to offer advice on marketing any product to any group of consumers.

Feb 02 2012 | Read Full Review of All Business Is Local: Why Pl...

Publishers Weekly

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In this timely new book, Quelch, dean of the China Europe International Business School (CEIBS), and Jocz, a research associate at Harvard Business School, examine the importance of place to the practice of marketing, particularly at the local level.

Dec 12 2011 | Read Full Review of All Business Is Local: Why Pl...

Dallas News

Amazon, Zappos and eBay are places, too.” Physical place: In brick-and-mortar stores, where more than 90 percent of our dollars are spent, store layout, shopping flow and product positioning all affect the shopping experience and sales per visit.

Feb 04 2012 | Read Full Review of All Business Is Local: Why Pl...

Harvard Business Review

This post is based on the new book, Greater Good: How Good Marketing Makes For Better Democracy, by John A.

Jan 31 2008 | Read Full Review of All Business Is Local: Why Pl...

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