International Marketing, 17th Edition:
Summary: “International Marketing” offers a comprehensive exploration of marketing principles and practices in the global context. This 17th edition provides insights into the dynamic landscape of international marketing, covering topics such as market entry strategies, global market research, international product development, and cross-cultural communication. With real-world examples and case studies, the book equips readers with the knowledge and skills necessary to navigate the complexities of international markets successfully. Whether you’re a student, practitioner, or researcher, this edition serves as an essential guide to understanding and mastering the intricacies of global marketing.
Authors: Philip R. Cateora, John Graham, and Mary C. Gilly are the authors of this book.
Publisher: McGraw-Hill Education
Publication Year: 2015
ISBN-10: 0077842167
ISBN-13: 978-0077842161