Ebook: The mirage of global markets : how globalizing companies can succeed as markets localize

"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."--BOOK JACKET. Read more...