Description - ISE International Marketing by Philip Cateora
Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing. With their well-rounded perspective of international markets - which encompass history, geography, language, religion and economics – they help students see the cultural and environmental uniqueness of any nation or region.
The dynamic nature of the international marketplace is reflected in the number of enhanced and expanded topics in this new edition, including more than 100 new academic articles and their findings
Additional updates include:
• NEW Cases: New cases accompany the 18h edition, helping to bring the book and class discussions to life, while broadening a student’s critical thinking skills. These cases provide practical examples of the topics discussed and demonstrate how important concepts are dealt with in the real world.
• Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining snippets are designed to encourage critical thinking and guide students through topics ranging from ethical, to cultural, to global issues facing marketers today.
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