International Marketing(17th edition)
Authors:
Philip R. Cateora, John L. Graham, Mary C. Gilly, R. Bruce Money
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Book details
ISBN: 1259712357, 1259712354, 77842162, 978-0077842161
Book publisher: McGraw-Hill Education
Book Price $0 : International Marketing, authored by Philip R. Cateora, John L. Graham, Mary C. Gilly, and R. Bruce Money, serves as an essential guide for understanding the complex and dynamic world of global marketing. The 17th edition delves deep into the challenges and opportunities of international markets, emphasizing the pervasive impact of cultural differences and economic climates on marketing strategies. The book intricately weaves practical business concepts like market entry strategies, global trade policies, negotiation tactics, and digital marketing trends. These concepts are supported by comprehensive case studies and statistical data that elucidate real-world applications, making it an invaluable resource for students and practitioners alike. For efficient navigation, the 'solution manual', 'Answer Key', and 'table of content' act as integral tools, enhancing the learning experience and aiding in methodical study planning. Notably, this edition emphasizes sustainability and ethical marketing, reflecting contemporary global trends. The book’s reception has been overwhelmingly positive, praised for its insightful content and relevance to modern-day commerce. With its clear structure and depth of content, this work remains a cornerstone in marketing education.
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