International Marketing (12th Edition)

Author: Philip R. Cateora (USA)
Publisher:
Publish Date: July 1, 2005
Features: International Marketing is an authoritative textbook in the field of international marketing. Since its first edition in 1971 to the 12th edition in 2005, it has been continuously revised and enriched, with its framework system becoming increasingly perfect and its content more comprehensive. The book highlights the impact of the marketing environment, particularly cultural factors, on international marketing, and elaborates on the international marketing analysis framework that is universally applicable to most countries and regions. To make the book more suitable for bilingual teaching in international marketing courses at Chinese universities, considering the curriculum system, teaching syllabus, credit hours, class hours, and students' requirements for textbook prices, the adapter has made necessary revisions to some parts of the original book based on years of teaching experience with the 10th and 11th editions. While ensuring the systematic nature and features of the book, the adapter has reduced the original six parts and 19 chapters to four parts and 14 chapters, making the content more reasonable and the price significantly lower. This book is highly suitable as a bilingual teaching textbook for undergraduate courses in Chinese universities, as well as for graduate and MBA programs, and can also be used as a training manual for business management personnel or for self-study.