Title: International Marketing, 18th Edition
Authors: Philip R. Cateora, John Graham, Mary C. Gilly
Publisher: McGraw-Hill Education
Description:
“International Marketing” in its 18th Edition, authored by Philip R. Cateora, John Graham, and Mary C. Gilly, provides a comprehensive exploration of marketing principles in the global context. Published by McGraw-Hill Education, this edition covers essential topics such as global marketing environment, cultural considerations, market entry strategies, and global marketing mix decisions. The book offers insights into the complexities of international marketing, addressing both theoretical frameworks and practical applications. With a focus on contemporary issues and trends, Cateora et al. integrate real-world examples, case studies, and exercises to facilitate learning and skill development. Through clear explanations and engaging narratives, readers gain a deeper understanding of the challenges and opportunities presented by global markets. Whether you’re a student studying marketing or a professional working in international business, this edition serves as an invaluable resource for understanding and mastering the principles of international marketing.