000 | 02552nam^a2200481^a^4500 | ||
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001 | UDM01000148426 | ||
003 | UDM | ||
005 | 20210531215152.0 | ||
008 | 140919s2015^^^^maua^^^^r^^^^^001^0^eng^d | ||
020 | _a9780133545005 | ||
082 | 0 | 4 |
_a658.848 _bK26ga 2015 |
100 | 1 |
_969542 _aKeegan, Warren J, _eautor |
|
245 | 1 | 0 |
_aGlobal marketing / _cWarren J. Keegan, Mark C. Green. |
250 | _aEighth edition. | ||
264 | 3 | 1 |
_aBoston, MA : _bPearson, _c2015. |
300 |
_axxii, 586 páginas : _bilustraciones a color |
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336 |
_atexto _btxt _2rdacontent |
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337 |
_ano mediado _bn _2rdamedia |
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338 |
_avolumen _bnc _2rdacarrier |
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504 | _aIncluye bibliografía. | ||
505 | 0 | _aIntroduction 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. | |
650 | 1 | 4 |
_93459 _aMercado de exportación. |
700 | 1 |
_977372 _aGreen, Mark C. _eautor |
|
775 | 0 | 0 |
_aPAR _wUDM01000111365 _nOtra edición disponible: 8a Edición. _nOtra edición disponible: 4a Edición. |
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_aPAR _wUDM01000129886 _nOtra edición disponible: 8a Edición. _nOtra edición disponible: 6a Edición. |
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_aPAR _wUDM01000146639 _nOtra edición disponible: 8a Edición. _nOtra edición disponible: 7a Edición. |
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_aPAR _wUDM0100063483 _nOtra edición disponible: 8a Edición. _nOtra edición disponible: 2a Edición. |
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_aMER _aOT14 _aAna Elena de la Mora Velasco. |
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