International Marketing

Marketing across borders means more than taking a familiar campaign to a new country. Markets are shaped by culture, economics, geography, and local expectations—and the eighteenth edition of International Marketing examines how those conditions matter to business decisions around the world.

Philip R. Cateora, R. Bruce Money, Mary C. Gilly, and John L. Graham connect the subject’s concepts with company examples, cases, and visual material. The result is a textbook designed to help students and instructors consider international marketing not as a single formula, but as a set of decisions made in varied cultural and commercial environments.

Marketing in a world of different markets

The book’s focus is the relationship between marketing and the settings in which organizations operate. Its broad perspective brings cultural and economic considerations into the study of international markets, encouraging readers to look beyond domestic assumptions when assessing how marketing works across borders.

Company examples alongside the concepts

Chapter-opening Global Perspectives introduce experiences from companies operating in global marketing. Crossing Borders features add real-company anecdotes related to ethical, cultural, and global issues. These examples give students concrete situations to consider alongside the material, rather than leaving the ideas at the level of abstract principles.

Cases and visual context

The eighteenth edition includes new cases intended to support classroom discussion and critical thinking. Maps, exhibits, and full-color images also help illustrate international symbols and cultural meanings in marketing and advertising—a useful visual dimension for a subject in which context can change how a message is understood.

For students and instructors

This edition is suited to readers studying international marketing in an academic setting, as well as instructors teaching the subject. Its combination of marketing concepts, company examples, cases, and cultural context offers several ways to engage with the challenges of doing business across national markets.