Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition with a well-rounded perspective on international markets, integrating history, geography, language, religion, and economics. This comprehensive approach helps students appreciate the cultural and environmental uniqueness of nations and regions. The dynamic nature of the international marketplace is reflected in the substantial improvements and expanded topics, including over 100 new academic articles and their findings. All data, text, photos, and images have been updated for currency, along with corresponding content in McGraw-Hill Education's Connect with adaptive SmartBook. New cases enliven the material, enhancing class discussions and broadening critical thinking skills by demonstrating real-world applications of chapter concepts. These cases can be assigned in Connect and SmartBook, and a case booklet can be created using McGraw-Hill CREATE. Additionally, Crossing Borders Boxes offer anecdotal examples that encourage critical thinking and address ethical, cultural, and global issues facing marketers today. The new 4-color design features improved maps and exhibits for clearer presentations of international symbols and cultural meanings in marketing and advertising, while vibrant photos bring global examples to life.
