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 of international markets that encompass
history, geography, language, and religion as well as economics, which
helps 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 substantially improved and expanded
topics in this 18th, including the following over 100 new academic
articles and their findings. All data, text, photos and images have
been updated for currency, as has the corresponding content within
McGraw-Hill Education’s Connect with adaptive SmartBook.
Additional updates include: NEW Cases: New cases accompany the 18e,
enlivening the material in the book and class discussions while
broadening a student’s critical thinking skills. These cases bring
forth many of the topics discussed in the chapters and demonstrate how
these concepts are dealt with in the real world. These cases can be
assigned in Connect and SmartBook. Optionally, a case booklet can be
create using McGraw-Hill CREATE. Crossing Borders Boxes: These
invaluable boxes offer anecdotal company examples. These entertaining
examples are designed to encourage critical thinking and guide
students through topics ranging from ethical to cultural to global
issues facing marketers today. 4-Color Design: New color maps and
exhibits allow for improved pedagogy and a clearer presentation of
international symbols and cultural meanings in marketing and
advertising. In addition, photos that depend on full color for maximum
impact easily bring many global examples to life.
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Produktdetaljer
ISBN
9781260568936
Publisert
2019
Utgave
18. utgave
Utgiver
Vendor
McGraw-Hill Higher Education (International)
Språk
Product language
Engelsk
Format
Product format
Digital bok