by Philip R. Cateora, John Graham, Mary C. Gilly
In stock

Published: 18th March 2019

Format: Paperback

Language: English

Number of Pages: 1440

Audience: College, Tertiary and University

For Grades: 13 - 17

Publisher: McGraw Hill

Country of Publication: US

Edition Number: 18

Dimensions (cm): 27.5 x 21.5 x 3

Weight (kg): 1.31


Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective ofinternational markets that encompass history, geography, language, and religionas well as economics, which helps students see the cultural and environmentaluniqueness of any nation or region.

The dynamic nature of the international marketplace is reflected in the numberof substantially improved and expanded topics in this 18th, including thefollowing over 100 new academic articles and their findings. All data, text,photos and images have been updated for currency, as has the correspondingcontent within McGraw-Hill Education’s Connect with adaptiveSmartBook.

Additional updates include:

  • NEW Cases: New cases accompany the 18e, enlivening the material in thebook and class discussions while broadening a student’s critical thinkingskills. These cases bring forth many of the topics discussed in the chaptersand demonstrate how these concepts are dealt with in the real world. Thesecases can be assigned in Connect and SmartBook. Optionally, a casebooklet can be create using McGraw-Hill CREATE.
  • Crossing Borders Boxes: These invaluable boxes offer anecdotal companyexamples. These entertaining examples are designed to encourage criticalthinking and guide students through topics ranging from ethical to cultural toglobal issues facing marketers today.
  • 4-Color Design: New color maps and exhibits allow for improvedpedagogy and a clearer presentation of international symbols and culturalmeanings in marketing and advertising. In addition, photos that depend on fullcolor for maximum impact easily bring many global examples to life.
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