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Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One

Amazon.com Price:  $11.97 (as of 12/05/2019 14:41 PST- Details)

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Description

Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the have an effect on of the physical world on our buying habits.

But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still in large part shaped by the physical world we inhabit.

Anyone can go online and buy a pair of jeans—but the likelihood that we will be able to do so depends to a significant degree on where we are living. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making in terms of buying online. Our willingness to search for and consume information also depends on where we are living and whom we are living next to.

In Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, making an investment, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to provide an explanation for how the real and virtual worlds intersect — and what Internet sellers will have to do to be able to succeed. Entrepreneurs, managers, students, and investors will all have the benefit of understanding how and why we use the Internet to search, shop, and sell.

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