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.
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The twin forces of market globalization and fragmentation pose a formidable challenge for the international marketing executive--how to reap the benefits of a global network without jeopardizing responsiveness to local marketing conditions. Arnold proves well up to this challenge providing a new approach and fresh insights into how to manage at a global level while still marketing locally.--Susan Douglas, New York University Stern School of Business
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
David Arnold was Assistant Professor of Business Administration at the Harvard Business School and head of its International Marketing Management course. Now an independent consultant and educator, he specializes in international marketing, branding, market analysis, and strategy formulation. His innovative recent work has appeared in Harvard Business Review, Journal of International Business Studies, Sloan Management Review, California Management Review, and the Marketing Science Institute working paper series. He has served as visiting or resident faculty member at leading business schools in Great Britain, Japan, Switzerland, Spain, Argentina, Finland, India, and Pakistan. Arnold's previous book, The Handbook of Brand Management, has been published in 10 languages.
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