International Marketing ISE

In this 19th edition, Cateora, Gilly, and Graham provide a comprehensive view of international markets, incorporating history, culture, and economics, while featuring updated cases and enhanced visual elements for effective learning.

In the 19th edition of International Marketing ISE, authors Cateora, Gilly, and Graham continue to lead the way in the study of international markets. Their comprehensive approach integrates aspects such as history, geography, language, religion, and economics, allowing students to appreciate the cultural and environmental distinctiveness of various nations and regions. This edition reflects the evolving nature of the global marketplace, featuring over 300 new academic articles and updated content throughout, ensuring that learners have access to the most current information.

This edition introduces new case studies that enhance the learning experience by linking theoretical concepts to real-world applications. These cases not only stimulate class discussions but also foster critical thinking skills among students. They can be easily integrated into McGraw-Hill’s Connect and SmartBook platforms, with the option to create a case booklet through McGraw-Hill CREATE, providing further flexibility for instructors.

Additionally, the book includes Crossing Borders boxes, which present engaging company examples that encourage students to think critically about ethical, cultural, and global marketing challenges. The visual presentation has been improved with new color maps and exhibits, enhancing the clarity of international symbols and cultural meanings in marketing. Full-color photographs bring global examples to life, making the content more relatable and impactful for students. Overall, this edition of International Marketing ISE offers a rich and engaging resource for understanding the complexities of international marketing.