International Marketing

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About International Marketing

Product Description Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th 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 18th, including the following over 100 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.    Additional updates include: NEW Cases: New cases accompany the 18e, enlivening the material in the book and class discussions while broadening a student’s critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook.  Optionally, a case booklet can be create using McGraw-Hill CREATE.  Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life. About the Author Mary C. Gilly Professor of Marketingat the Paul Merage School of Business, University of California, Irvine. Shereceived her B.A. from Trinity University in San Antonio, Texas; her M.B.A.from Southern Methodist University in Dallas, Texas; and her Ph.D. from theUniversity of Houston. At UCI, Dr. Gilly has served as Vice Dean, AssociateDean, Director of the Ph.D. Program, Faculty Chair in the School of Business,Associate Dean of Graduate Studies, and Chair of the Academic Senate for thecampus. She was elected Chair of the UC Academic Council and served at the UCOffice of the President from 2013 through 2015. She has been on the facultiesof Texas A&M University and Southern Methodist University and has been avisiting professor at the Madrid Business School and Georgetown University. Professor Gilly has been a member of the ­American Marketing Association since1975 and has served that organization in a number of capacities, includingMarketing Education Council, President, Co-Chair of the 1991 AMA SummerEducators’ Conference, and member and chair of the AMA–Irwin DistinguishedMarketing Educator Award Committee. She currently serves as Academic Directorfor the Association for Consumer Research. Professor Gilly has published herresearch on international, cross-cultural, and consumer behavior topics in Journalof Marketing, Journal of Consumer ­Research, Journal of Retailing,California Management Review, and other venues. In 2011, she receivedthe Williams-Qualls-Spraten Multicultural Mentoring Award of Excellence. Professor Emeritus ofInternational Business and Marketing at the Paul Merage School of Business,University of California, Irvine. At UCI he is the Director of the Center forGlobal Leadership and has served as Associate Dean, Director of the John &Marilyn Long US-China Institute for Business & Law, and Director of theCenter for Citizen Peacebuilding; Visiting Scholar, Georgetown UniversitySchool of Business; Visiting Professor at Madrid Business School in Spain; andAssociate Professor, University of Southern California. Before beginning hisdoctoral studies at UC Berkeley, he worked for a division of CaterpillarTractor Co. and served as an officer in the U.S. Navy ­Un