Marketing 16th Edition by William Pride,Ferrell

Exercise 9

accommodate local tastes. Lonely Planet has never forgotten that there really is no such thing as global-that the world consists of thousands of different local populations. And Lonely Planet, by knowing clearly who comprises its market and by smart marketing strategies, has grown from a pamphlet written in a cheap hostel to a huge global brand loved by millions of travelers the world over.
1. Why is Lonely Planet a global success?
2. How has Lonely Planet been able to provide and market guidebooks that are useful across languages and cultures?
3. How could Lonely Planet guidebooks help marketers to develop effective marketing strategies in targeted foreign markets?