Global marketing: (Record no. 30569)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01552nam a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 251007b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781398620094 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.82 MIL |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Millward, Helen |
| 245 ## - TITLE STATEMENT | |
| Title | Global marketing: |
| Remainder of title | understanding marketing in a globalized business environment |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | New York: |
| Name of publisher, distributor, etc. | Kogan Page; |
| Date of publication, distribution, etc. | c2025. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xvii, 265p. |
| 500 ## - GENERAL NOTE | |
| General note | Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking. Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | International trade |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Global Communication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Suppress in OPAC | No |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total checkouts | Full call number | Barcode | Date due | Date last seen | Date last checked out | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | IMI Delhi | IMI Delhi | 02/09/2025 | 1 | 658.82 MIL | 22187 | 05/01/2026 | 07/10/2025 | 07/10/2025 | 07/10/2025 | Book |