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《國際行銷學》(International Marketing, 17e) 探討全球性議題，並說明國際行銷業相關的種種概念。本書強調競爭策略在不同國家市場中的影響。書中提供一種方法與架構，有助於了解及分析任何國家或區域在文化和環境上的獨特性。本書目的是要引起讀者對各大企業管理實務的興趣，並能了解從全球觀點來看國際行銷管理策略的重要性。書中透過簡要又時而幽默的當前實例吸引讀者並增進對書中觀點、概念與

《國際行銷學》一書提出了全球性的議題和相關闡述，以及與國際市場有關的概念等。並針對國際行銷提供了全面性的探討，內文的議題範疇廣闊，皆強調公司在跨文化市場裡所需面對的規劃與策略問題。本書還列出許多切題的專欄，這些風格新穎、簡潔幽默且深具趣味的內容，不但可刺激讀者的學習興趣，同時更強調讀者們對於創意、概念及策略的瞭解，並凸顯文化之獨特面、與企業相關的實務及策略的重要性。

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 encompa

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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 19th, including the following over 300 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:1.Nne Cases: New cases accompany the 19e, 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