Description
International Marketing, 18th Edition by Philip R. Cateora, John L. Graham, and Mary C. Gilly is a globally respected textbook that continues to set the standard in the field of international marketing. This International Student Edition (ISBN: 9781260547870) delivers the same comprehensive content as all other formats, providing students with an in-depth and well-rounded understanding of international markets.
As pioneers in international marketing education, the authors present a holistic view that integrates history, geography, language, religion, culture, and economics, enabling students to recognize the unique environmental and cultural dynamics of nations and regions around the world. The 18th edition reflects the rapidly evolving global marketplace, with over 100 new academic articles, updated data, refreshed text, and current real-world examples.
This edition includes new and engaging case studies that enhance classroom discussion and develop critical thinking skills by showing how international marketing concepts are applied in real business scenarios. The popular Crossing Borders boxes provide insightful anecdotal examples from global companies, addressing ethical, cultural, and strategic challenges faced by modern marketers.
Enhanced with a full-color design, the textbook features updated maps, exhibits, and images that improve learning outcomes and clearly illustrate international symbols, cultural meanings, and global marketing practices.
