O'Reilly logo

The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market by Sandy Carter

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required