{"product_id":"9780130470669","title":"The Mirage of Global Markets: Why Companies Can't Succed at Globalizing If They Don't Succeed at Localizing","description":"\u003cp\u003eWhy 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 \u003ci\u003eThe Mirage of Global Markets,\u003c\/i\u003e 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, \u003ci\u003eThe Mirage of Global Markets\u003c\/i\u003e shows how to globally manage the intensely local marketing programs that are now utterly crucial to your success.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"FT Press","offers":[{"title":"Default Title","offer_id":47011539878128,"sku":"9780130470669","price":26.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780130470669_p0.jpg?v=1763640442","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780130470669","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}