Verfügbarkeit: Global marketing

Global marketing:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Keegan, Warren J. 1936-2014 (VerfasserIn), Green, Mark C. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boston, Mass. [u.a.] Pearson Education 2015
Ausgabe:	8. ed., global ed.
Schlagworte:	Export marketing Internationales Marketing Fallstudiensammlung
Online-Zugang:	Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and indexes
Beschreibung:	608 S. Ill. 28 cm
ISBN:	9780133545005 9781292017389 1292017384 0133545008

Internformat

MARC


LEADER	00000nam a2200000 c 4500
001	BV042360767
003	DE-604
005	20161101
007	t
008	150213s2015 xxua\|\|\| \|\|\|\| 00\|\|\| eng d
010			\|a 013036001
020			\|a 9780133545005 \|9 978-0-13-354500-5
020			\|a 9781292017389 \|9 978-1-29-201738-9
020			\|a 1292017384 \|9 1-292-01738-4
020			\|a 0133545008 \|9 0-13-354500-8
035			\|a (OCoLC)890475117
035			\|a (DE-599)BVBBV042360767
040			\|a DE-604 \|b ger \|e aacr
041	0		\|a eng
044			\|a xxu \|c US
049			\|a DE-11 \|a DE-573 \|a DE-355 \|a DE-Aug4 \|a DE-1050 \|a DE-739 \|a DE-862 \|a DE-945 \|a DE-898 \|a DE-863
050		0	\|a HF1416
082	0		\|a 658.8/4
082	0		\|a 658.8/4 \|2 23
084			\|a QP 680 \|0 (DE-625)141923: \|2 rvk
100	1		\|a Keegan, Warren J. \|d 1936-2014 \|e Verfasser \|0 (DE-588)123495075 \|4 aut
245	1	0	\|a Global marketing \|c Warren J. Keegan ; Mark C. Green
250			\|a 8. ed., global ed.
264		1	\|a Boston, Mass. [u.a.] \|b Pearson Education \|c 2015
300			\|a 608 S. \|b Ill. \|c 28 cm
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
500			\|a Includes bibliographical references and indexes
650		4	\|a Export marketing
650	0	7	\|a Internationales Marketing \|0 (DE-588)4125431-4 \|2 gnd \|9 rswk-swf
655		7	\|8 1\p \|0 (DE-588)4522595-3 \|a Fallstudiensammlung \|2 gnd-content
689	0	0	\|a Internationales Marketing \|0 (DE-588)4125431-4 \|D s
689	0		\|8 2\p \|5 DE-604
700	1		\|a Green, Mark C. \|e Verfasser \|0 (DE-588)1067452613 \|4 aut
856	4	2	\|m LoC Fremddatenuebernahme \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
856	4	2	\|m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
999			\|a oai:aleph.bib-bvb.de:BVB01-027797235
883	1		\|8 1\p \|a cgwrk \|d 20201028 \|q DE-101 \|u https://d-nb.info/provenance/plan#cgwrk
883	1		\|8 2\p \|a cgwrk \|d 20201028 \|q DE-101 \|u https://d-nb.info/provenance/plan#cgwrk

Datensatz im Suchindex

DE-BY-862_location	2000
DE-BY-863_location	1000
DE-BY-FWS_call_number	2000/QP 680 K26(8) 1000/QP 680 K26 G5(8)
DE-BY-FWS_katkey	629571
DE-BY-FWS_media_number	083000513750 083101372353
_version_	1824553911218864130
adam_text	GLOBAL MARKETING / KEEGAN, WARREN J. : 2015 TABLE OF CONTENTS / INHALTSVERZEICHNIS INTRODUCTION TO GLOBAL MARKETING THE GLOBAL ECONOMIC ENVIRONMENT THE GLOBAL TRADE ENVIRONMENT SOCIAL AND CULTURAL ENVIRONMENTS THE POLITICAL, LEGAL, AND REGULATORY ENVIRONMENTS GLOBAL INFORMATION SYSTEMS AND MARKET RESEARCH SEGMENTATION, TARGETING, AND POSITIONING IMPORTING, EXPORTING, AND SOURCING GLOBAL MARKET-ENTRY STRATEGIES: LICENSING, INVESTMENT, AND STRATEGIC ALLIANCES BRAND AND PRODUCT DECISIONS IN GLOBAL MARKETING PRICING DECISIONS GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION GLOBAL MARKETING COMMUNICATIONS DECISIONS I: ADVERTISING AND PUBLIC RELATIONS GLOBAL MARKETING COMMUNICATIONS DECISIONS II: SALES PROMOTION, PERSONAL SELLING, AND SPECIAL FORMS OF MARKETING COMMUNICATION GLOBAL MARKETING AND THE DIGITAL REVOLUTION STRATEGIC ELEMENTS OF COMPETITIVE ADVANTAGE LEADERSHIP, ORGANIZATION, AND CORPORATE SOCIAL RESPONSIBILITY DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT. Contents Preface 17 Acknowledgments 21 PART ONE Introduction 24 Chapter 1 Introduction to Global Marketing 24 Introduction and Overview 25 Principles of Marketing: A Review 27 Competitive Advantage, Globalization, and Global Industries 28 Global Marketing: What It Is and What It Isn t 31 The Importance of Global Marketing 38 Management Orientations 40 Ethnocentric Orientation 40 Polycentric Orientation 41 Regiocentric Orientation 41 Geocentric Orientation 42 Forces Affecting Global Integration and Global Marketing 44 Multilateral Trade Agreements 44 Converging Market Needs and Wants and the Information Revolution 45 Transportation and Communication Improvements 45 Product Development Costs 45 Quality 46 World Economic Trends 46 Leverage 48 Experience Transfers 48 Scale Economies 48 Resource Utilization 49 Global Strategy 49 Restraining Forces 49 Management Myopia and Organizational Culture 49 National Controls 50 Opposition to Globalization 50 Outline of This Book 51 PART TWO The Global Marketing Environment 60 Chapter 2 The Global Economic Environment 60 The World Economy—An Overview 62 Economic Systems 63 Market Capitalism 64 Centrally Planned Socialism 65 Centrally Planned Capitalism and Market Socialism 65 Stages of Market Development 70 Low-Income Countries 70 Lower-Middle-Income Countries 71 Upper-Middle-Income Countries 73 Marketing Opportunities in LDCs and Developing Countries 75 High-Income Countries 77 The Triad 78 Marketing Implications of the Stages of Development 79 10 CONTENTS Balance of Payments 80 Trade in Merchandise and Services 82 Overview of Internationa) Finance 83 Economic Exposure 85 Managing Exchange Rate Exposure 85 Chapter 3 The Global Trade Environment 92 The World Trade Organization and GATT 93 Preferential Trade Agreements 94 Free Trade Area 95 Customs Union 95 Common Market 95 Economic Union 95 North America 98 Latin America: SICA, Andean Community, Mercosur, atidCARICOM 100 Central American Integration System 100 Andean Community 101 Common Market of the South (Mercosur) 103 Caribbean Community and Common Market (CARICOM) 105 Current Trade-Related Issues 106 Asia-Pacific: The Association of Southeast Asian Nations (ASEAN) 106 Marketing Issues in the Asia-Pacific Region 107 Western, Central, and Eastern Europe 109 The European Union (EU) 110 Marketing Issues in the EU 112 The Middle East 114 Cooperation Council for the Arab States of the Gulf 115 Marketing Issues in the Middle East 116 Africa 116 Economic Community of West African States (ECOWAS) 116 East African Community 117 Southern African Development Community (SADC) 118 Marketing Issues in Africa 118 Chapter 4 Social and Cultural Environments 124 Society, Culture, and Global Consumer Culture 125 Attitudes, Beliefs, and Values 127 Religion 127 Aesthetics 128 Dietary Preferences 130 Language and Communication 132 Marketing s Impact on Culture 135 High- and Low-Context Cultures 136 Hofstede s Cultural Typology 137 The Self-Reference Criterion and Perception 141 Diffusion Theory 142 The Adoption Process 142 Characteristics of In novations 143 Adopter Categories 143 Diffusion of Innovations in Pacific Rim Countries 144 Marketing Implications of Social and Cultural Environments 145 CONTENTS 11 Chapter 5 The Political, Legal, and Regulatory Environments 152 The Political Environment 153 Nation-States and Sovereignty 154 Political Risk 155 Taxes 157 Seizure of Assets 159 International Law 160 Common Law Versus Civil Law 161 Islamic Law 162 Sidestepping Legal Problems: Important Business Issues 162 Jurisdiction 162 Intellectual Property: Patents, Trademarks, and Copyrights 163 Antitrust 168 Licensing and Trade Secrets 172 Bribery and Corruption: Legal and Ethical Issues 173 Conflict Resolution, Dispute Settlement, and Litigation 175 Alternatives to Litigation for Dispute Settlement 176 The Regulatory Environment 177 Regional Economic Organizations: The EU Example 178 PART THREE Approaching Global Markets 188 Chapter б Global Information Systems and Market Research 188 Information Technology and Business Intelligence for Global Marketing 189 Sources of Market Information 194 Formal Market Research 196 Step 1: Information Requirement 196 Step 2: Problem Definition 198 Step 3: Choose Unit of Analysis 198 Step 4: Examine Data Availability 198 Step 5: Assess Value of Research 201 Step 6: Research Design 201 Issues in Data Collection 202 Research Methodologies 204 Scale Development 207 Sampling 208 Step 7: Data Analysis 208 Comparative Analysis and Market Estimation by Analogy 212 Step 8: Interpretation and Presentation 213 Headquarters Control of Market Research 214 The Marketing Information System as a Strategic Asset 214 Chapter 7 Segmentation, Targeting, and Positioning 220 Global Market Segmentation 221 Contrasting Views of Global Segmentation 223 Demographic Segmentation 223 Segmenting Global Markets by Income and Population 224 Age Segmentation 227 Gender Segmentation 228 Psychographic Segmentation 229 Behavior Segmentation 231 Benefit Segmentation 231 Ethnic Segmentation 234 12 CONTENTS Assessing Market Potential and Choosing Target Markets or Segments 235 Current Segment Size and Growth Potential 235 Potential Competition 237 Feasibility and Compatibility 238 A Framework for Selecting Target Markets 239 Product-Market Decisions 241 Targeting and Target Market Strategy Options 242 Standardized Globaf Marketing 242 Concentrated Global Marketing 243 Differentiated Global Marketing 243 Positioning 243 Attribute or Benefit 244 Quality and Price 244 Use or User 244 Competition 245 Global, Foreign, and Local Consumer Culture Positioning 245 Chapter 8 Importing, Exporting, and Sourcing 254 Export Selling and Export Marketing: A Comparison 255 Organizational Export Activities 257 National Policies Governing Exports and Imports 258 Government Programs That Support Exports 259 Governmental Actions to Discourage Imports and Block Market Access 260 Tariff Systems 265 Customs Duties 267 Other Duties and Import Charges 267 Key Export Participants 268 Organizing for Exporting in the Manufacturer s Country 269 Organizing for Exporting in the Market Country 270 Trade Financing and Methods of Payment 270 Documentary Credit 271 Documentary Collections (Sight or Time Drafts) 271 Cash in Advance 273 Sales on Open Account 273 Additional Export and Import Issues 273 Sourcing 274 Management Vision 275 Factor Costs and Conditions 276 Customer Needs 277 Logistics 277 Country Infrastructure 277 Political Factors 278 Foreign Exchange Rates 278 Chapter 9 Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances 284 Licensing 286 Special Licensing Arrangements 287 Investment 289 Joint Ventures 289 Investment via Equity Stake or Full Ownership 293 Global Strategic Partnerships 296 The Nature of Global Strategic Partnerships 297 Success Factors 300 CONTENTS 13 Alliances with Asian Competitors 300 CFM International, GE, and Snecma: A Success Story 301 Boeing and Japan: A Controversy 301 International Partnerships in Developing Countries Cooperative Strategies in Asia 303 Cooperative Strategies in Japan: Keiretsu 303 How Keiretsu Affect American Business: Two Examples 306 Cooperative Strategies in South Korea: Chaebol 307 Twenty-First-Century Cooperative Strategies 307 Market Expansion Strategies 308 302 PART FOUR The Global Marketing Mix 314 Chapter 10 Brand and Product Decisions in Global Marketing Basic Product Concepts 315 Product Types 316 Product Warranties 316 Packaging 316 Labeling 317 Aesthetics 318 Basic Branding Concepts 319 Local Products and Brands 320 International Products and Brands 320 Global Products and Brands 321 Global Brand Development 324 A Needs-Based Approach to Product Planning 327 Country of Origin as Brand Element 329 Extend, Adapt, Create: Strategic Alternatives in Global Marketing 333 Strategy 1 : Product-Communication Extension (Dual Extension) 335 Strategy 2: Product Extension-Communication Adaptation 335 Strategy 3: Product Adaptation-Communication Extension 337 Strategy 4: Product-Communication Adaptation (Dual Adaptation) 338 Strategy 5: Innovation 339 How to Choose a Strategy 340 New Products in Global Marketing 340 Identifying New-Product Ideas 340 New-Product Development 342 The International New-Product Department 343 Testing New Products 344 Chapter 11 Pricing Decisions 350 Basic Pricing Concepts 351 Global Pricing Objectives and Strategies 352 Market Skimming and Financial Objectives 352 Penetration Pricing and Nonfinancial Objectives 353 Companion Products: Captive Pricing, a/k/a Razors and Blades Pricing 354 Target Costing 355 Calculating Prices: Cost-Pius Pricing and Export Price Escalation 356 Environmental Influences on Pricing Decisions 361 Currency Fluctuations 361 Inflationary Environment 364 Government Controls, Subsidies, and Regulations 365 314 14 CONTENTS Competitive Behavior 366 Using Sourcing as a Strategic Pricing Tool 367 Global Pricing: Three Policy Alternatives 367 Extension or Ethnocentric Pricing 368 Adaptation or Polycentric Pricing 368 Geocentric Pricing 369 Gray Market Goods 369 Dumping 371 Price Fixing 372 Transfer Pricing 373 Tax Regulations and Transfer Prices 374 Sales of Tangible and Intangible Property 374 Countertrade 374 Barter 375 Counterpurchase 376 Offset 376 Compensation Trading 376 Switch Trading 377 Chapter 12 Global Marketing Channels and Physical Distribution 384 Distribution Channels: Objectives, Terminology, and Structure 385 Consumer Products and Services 386 Industrial Products 390 Establishing Channels and Working with Channel Intermediaries 391 Global Retailing 394 Types of Retail Operations 395 Trends in Global Retailing 399 Global Retailing Market Expansion Strategies 402 Physical Distribution, Supply Chains, and Logistics Management 403 Order Processing 408 Warehousing 408 Inventory Management 408 Transportation 409 Logistics Management: A Brief Case Study 412 Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations 418 Global Advertising 419 Global Advertising Content: Standardization versus Adaptation 422 Advertising Agencies: Organizations and Brands 425 Selecting an Advertising Agency 427 Creating Global Advertising 429 Art Direction and Art Directors 430 Copy and Copywriters 432 Cultural Considerations 432 Global Media Decisions 435 Global Advertising Expenditures and Media Vehicles 435 Media Decisions 436 Public Relations and Publicity 436 The Growing Role of PR in Global Marketing Communications 441 How PR Practices Differ Around the World 442 CONTENTS 15 Chapter 14 Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 448 Sales Promotion 449 Sampling 452 Couponing 453 Sales Promotion: Issues and Problems 454 Personal Selling 455 The Strategic/Consultative Selling Model 457 Sales Force Nationality 462 Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement 464 Direct Mail 465 Catalogs 466 Infomercials, Teleshopping, and Interactive Television 467 Support Media 469 Sponsorship 471 Product Placement: Motion Pictures, Television Shows, and Public Figures 473 Chapter 15 Global Marketing and the Digital Revolution 482 The Digital Revolution: A Brief History 483 Convergence 488 Value Networks and Disruptive Technologies 489 Global E-Commerce 491 Web Site Design and Implementation 494 New Products and Services 497 Broadband 497 Cloud Computing 498 Smartphones 500 Mobile Advertising and Mobile Commerce 500 Mobile Music 502 Mobile Gaming 504 Internet Phone Service 504 Digital Books and Electronic Reading Devices 505 PART FIVE Strategy and Leadership in the Twenty-First Century 510 Chapter 16 Strategic Elements of Competitive Advantage 510 Industry Analysis: Forces Influencing Competition 511 Threat of New Entrants 511 Threat of Substitute Products 513 Bargaining Power of Buyers 513 Bargaining Power of Suppliers 514 Rivalry Among Competitors 515 Competitive Advantage 516 Generic Strategies for Creating Competitive Advantage 51 б Broad Market Strategies: Cost Leadership and Differentiation 516 Narrow Target Strategies: Cost Focus and Focused Differentiation 517 The Flagship Firm: The Business Network with Five Partners 520 Creating Competitive Advantage via Strategic Intent 521 layers of Advantage 522 Loose Bricks 523 Changing the Rules 523 Collaborating 523 16 CONTENTS Global Competition and National Competitive Advantage 524 Factor Conditions 525 Human Resources 525 Physical Resources 525 Knowledge Resources 526 Capita! Resources 526 Infrastructure Resources 526 Demand Conditions 526 Composition of Home Demand 527 Size and Pattern of Growth of Home Demand 528 Rapid Home-Market Growth 528 Means by Which a Nation s Products and Services Are Pushed or Pulled into Foreign Countries 528 Related and Supporting Industries 529 Firm Strategy, Structure, and Rivalry 529 Chance 530 Government 530 Current Issues in Competitive Advantage 531 Hypercompetitive Industries 531 Cost/Quality 532 Timing and Know-How 533 Entry Barriers 534 Additional Research on Comparative Advantage 535 Chapter 17 Leadership, Organization, and Corporate Social Responsibility 544 Leadership 545 Top Management Nationality 546 Leadership and Core Competence 548 Organizing for Global Marketing 549 Patterns of International Organizational Development 551 International Division Structure 553 Regional Management Centers 555 Geographical and Product Division Structures 556 The Matrix Design 557 Lean Production: Organizing the Japanese Way 559 Assembler Value Chains 560 Downstream Value Chains 561 Ethics, Corporate Social Responsibility, and Social Responsiveness in the Globalization Era 563 Glossary 575 Author/Name Index 589 Subject/Organization Index 597
any_adam_object	1
author	Keegan, Warren J. 1936-2014 Green, Mark C.
author_GND	(DE-588)123495075 (DE-588)1067452613
author_facet	Keegan, Warren J. 1936-2014 Green, Mark C.
author_role	aut aut
author_sort	Keegan, Warren J. 1936-2014
author_variant	w j k wj wjk m c g mc mcg
building	Verbundindex
bvnumber	BV042360767
callnumber-first	H - Social Science
callnumber-label	HF1416
callnumber-raw	HF1416
callnumber-search	HF1416
callnumber-sort	HF 41416
callnumber-subject	HF - Commerce
classification_rvk	QP 680
ctrlnum	(OCoLC)890475117 (DE-599)BVBBV042360767
dewey-full	658.8/4
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8/4
dewey-search	658.8/4
dewey-sort	3658.8 14
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	8. ed., global ed.
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02275nam a2200505 c 4500</leader><controlfield tag="001">BV042360767</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20161101 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">150213s2015 xxua\|\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">013036001</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780133545005</subfield><subfield code="9">978-0-13-354500-5</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781292017389</subfield><subfield code="9">978-1-29-201738-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1292017384</subfield><subfield code="9">1-292-01738-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0133545008</subfield><subfield code="9">0-13-354500-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)890475117</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042360767</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-Aug4</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-862</subfield><subfield code="a">DE-945</subfield><subfield code="a">DE-898</subfield><subfield code="a">DE-863</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF1416</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/4</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/4</subfield><subfield code="2">23</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 680</subfield><subfield code="0">(DE-625)141923:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Keegan, Warren J.</subfield><subfield code="d">1936-2014</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)123495075</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Global marketing</subfield><subfield code="c">Warren J. Keegan ; Mark C. Green</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">8. ed., global ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Boston, Mass. [u.a.]</subfield><subfield code="b">Pearson Education</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">608 S.</subfield><subfield code="b">Ill.</subfield><subfield code="c">28 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and indexes</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Export marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4522595-3</subfield><subfield code="a">Fallstudiensammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Green, Mark C.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1067452613</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">LoC Fremddatenuebernahme</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-027797235</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection>
genre	1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content
genre_facet	Fallstudiensammlung
id	DE-604.BV042360767
illustrated	Illustrated
indexdate	2025-02-20T06:43:23Z
institution	BVB
isbn	9780133545005 9781292017389 1292017384 0133545008
language	English
lccn	013036001
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-027797235
oclc_num	890475117
open_access_boolean
owner	DE-11 DE-573 DE-355 DE-BY-UBR DE-Aug4 DE-1050 DE-739 DE-862 DE-BY-FWS DE-945 DE-898 DE-BY-UBR DE-863 DE-BY-FWS
owner_facet	DE-11 DE-573 DE-355 DE-BY-UBR DE-Aug4 DE-1050 DE-739 DE-862 DE-BY-FWS DE-945 DE-898 DE-BY-UBR DE-863 DE-BY-FWS
physical	608 S. Ill. 28 cm
publishDate	2015
publishDateSearch	2015
publishDateSort	2015
publisher	Pearson Education
record_format	marc
spellingShingle	Keegan, Warren J. 1936-2014 Green, Mark C. Global marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4125431-4 (DE-588)4522595-3
title	Global marketing
title_auth	Global marketing
title_exact_search	Global marketing
title_full	Global marketing Warren J. Keegan ; Mark C. Green
title_fullStr	Global marketing Warren J. Keegan ; Mark C. Green
title_full_unstemmed	Global marketing Warren J. Keegan ; Mark C. Green
title_short	Global marketing
title_sort	global marketing
topic	Export marketing Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Export marketing Internationales Marketing Fallstudiensammlung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027797235&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT keeganwarrenj globalmarketing AT greenmarkc globalmarketing

Verfügbarkeit

Inhaltsverzeichnis
Inhaltsverzeichnis

THWS Schweinfurt Zentralbibliothek Lesesaal

Bestandesangaben von THWS Schweinfurt Zentralbibliothek Lesesaal
Signatur:	2000 QP 680 K26(8)
Exemplar 1	ausleihbar Verfügbar Bestellen

THWS Würzburg Zentralbibliothek Lesesaal

Bestandesangaben von THWS Würzburg Zentralbibliothek Lesesaal
Signatur:	1000 QP 680 K26 G5(8)
Exemplar 1	nicht ausleihbar Verfügbar Bestellen

MARC

Datensatz im Suchindex

THWS Schweinfurt Zentralbibliothek Lesesaal

THWS Würzburg Zentralbibliothek Lesesaal

Ähnliche Einträge