Focus on Global-Local Marketing

As we discussed in Chapter 1, “Listening and Analyzing in the Global World,” being able to explore the global market locally is a key to future success. Best-of-breed companies are able to

  • Use global demographics to segment the market

  • Explore niche markets or global sets of small local markets in pilot mode

  • Develop deep customer intimacy globally and respond quickly to needs locally

  • Leverage a global ecosystem of partners to deliver local customized solutions

In this chapter, we see Nortel in action as it progresses through the steps of global-local market segmentation. With the advent of Marketing 2.0, the view of segmentation is changing with the new technology approaches. Segmentation approaches ...

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