MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02547nam a22003017i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20180724141457.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
120424s2013 mauab 001 0 eng c |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780273766711 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0273766716 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
FUE |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
22 |
| Classification number |
658.84 |
| Item number |
K.W.G |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Keegan, Warren J. |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Global marketing / |
| Statement of responsibility, etc |
Warren J. Keegan, Mark C. Green. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
7th ed., |
| Remainder of edition statement |
global ed. |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston, Mass. ; |
| -- |
London : |
| Name of publisher, distributor, etc |
Pearson, |
| Date of publication, distribution, etc |
[2013] |
| 264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Date of publication, distribution, etc |
copyright 2013 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
592 pages : |
| Other physical details |
col. illustrations, color maps ; |
| Dimensions |
28 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes indexes. |
| 505 #8 - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Chapter 1. Introduction to Global Marketing. Chapter 2. The Global Economic Environment. Chapter 3. The Global Trade Environment. Chapter 4. Social and Cultural Environments. Chapter 5. The Political, Legal, and Regulatory Environments of Global Marketing. Chapter 6. Global Information Systems and Market Research. Chapter 7. Segmentation, Targeting, and Positioning. Chapter 8. Importing, Exporting, and Sourcing. Chapter 9. Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances. Chapter 10. Product and Brand Decisions. Chapter 11. Pricing Decisions. Chapter 12. Global Marketing Channels and Physical Distribution. Chapter 13. Global Marketing Communications Decisions I:Advertising and Public Relations. Chapter 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, Special Forms of Marketing Communication, New Media. Chapter 15. Global Marketing and the Digital Revolution. Chapter 16. Strategic Elements of Competitive Advantage. Chapter 17. Leadership, Organization, and Corporate Social Responsibility.<br/> |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
<br/>Global Marketing strives to reflect current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing. What's new in this edition: -discussions on social media are now included throughout the book - Marketing Metrics and Analytics section - Coverage on the importance of key emerging markets. The cases set in global marketing 7th ed. strikes a balance between revisions of earlier cases (e.g., Case 1-2, "McDonald's Expands Globally While Adjusting Its Local Recipe") and entirely new cases (e.g., Case 2-3, "Argentina Uncorks Malbec"). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Export marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
International trade. |
| 700 0# - ADDED ENTRY--PERSONAL NAME |
|---|
| Name of part/section of a work |
Green, Mark C. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
Dewey Decimal Classification |