The Spider Principle: How to Tailor Your Marketing Network to Suit Local Needs

by Ian Linton

The Spider Principle recognises the growing importance of strong networks in local marketing. A company can have well-managed central operations, but as soon as it begins to deal with customers outside its direct control, it depends on the quality and strength of its links with the branch or distributor network.
This book explains the importance of developing a customised local marketing strategy and provides detailed guidelines on planning and implementing a customised local marketing strategy, reviews the options available to companies to give them flexibility in planning support, includes an agenda for selecting the elements of local marketing support most appropriate to your business and customers, looks at ways of planning and implementing the right support strategy, takes an international view of markets, and refers to every market in the world.

224 pages, Hardcover

First published January 1, 1993