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International marketing / Philip R Cateora; Mary C Gilly; John L Graham
New York, NY : McGraw-Hill/Irwin, 2011
659tr. ; cm.
Ký hiệu phân loại (DDC): 658.848
The economic, political, and social changes that have occurred over the last decade have dramatically altered the landscape of global business. The changes affect the practice of business worldwide, and they mean that companies will have to constantly examine the way they do business and remain flexible enough to react rapidly to changing global trends to be competitive.
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International marketing / Philip R. Cateora...[et...al]
New York : McGraw Hill, 2023
xxvi, 710 pages. : illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.84
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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 19th, including the following over 300 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.
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