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 bus…
The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable br…
Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developme…
International Marketing and Export Management 7th edition offers an accessible and authoritative perspective on international marketing with a strong export management orientation, comprehensively describing the evolving competitive landscape as created by technological advances…
by Cateora, Philip R., Gilly, Mary C., Graham, John L., Money, R. Bruce
In an era of increasing ethnic diversity within individual countries, national boundaries are no longer the only cultural barriers marketers need to consider. Drawing on insights from across the social sciences and humanities, this work study uses case examples to illustrate the…
Almost thirty years ago, Geert Hofstede introduced a culture paradigm that has been widely influential, and formed the dominant understanding of culture, in international business. However, questions have been raised about the paradigm's relevance in light of culture's increasin…
'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
Written from the perspective of the firm competing in international markets, this book is developed primarily for undergraduate and graduate courses in global/international marketing. It will also appeal to marketing managers who wish to keep abreast of the most recent developme…
