International Marketing (18th Edition)
Book Details:
- Title: International Marketing
- Edition: 18th Edition
- Authors: Philip R. Cateora, R. Bruce Money, John Graham, Mary C. Gilly
- Publisher: McGraw Hill
- Publication Date: February 9, 2021
- Language: English
- ISBN-10: 1260547876
- ISBN-13: 978-1260547870
Description:
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing. This edition provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion alongside core economic principles. This multi-disciplinary approach helps students recognize the cultural and environmental uniqueness inherent to any nation or region.
The dynamic nature of the international marketplace is reflected through substantially improved and expanded topics, including findings from over 100 new academic articles. All data, text, photos, and images have been fully updated to ensure currency in a rapidly changing global landscape. Key features of the 18th edition include:
- New Cases: Fresh real-world cases enliven the material and broaden critical thinking skills by demonstrating how complex marketing concepts are applied in global business scenarios.
- Crossing Borders Boxes: These anecdotal company examples offer entertaining and invaluable insights into ethical, cultural, and global issues currently facing marketers.
- Enhanced Visual Pedagogy: A full-color design featuring updated maps and exhibits allows for a clearer presentation of international symbols and cultural meanings in advertising and marketing.
- Comprehensive Content: Comprehensive updates across all chapters ensure that students are exposed to the most recent trends and research in the field of international commerce.