In this era of rapid global economic growth and change, an understanding of how marketing is impacted by culture and society is vitally important. This leading text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. Cateora helps students to see the cultural and environmental uniqueness of any nation or region. This edition provides a particular focus on the changing dynamics in the Asia Pacific region and their importance in the ...
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In this era of rapid global economic growth and change, an understanding of how marketing is impacted by culture and society is vitally important. This leading text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. Cateora helps students to see the cultural and environmental uniqueness of any nation or region. This edition provides a particular focus on the changing dynamics in the Asia Pacific region and their importance in the wider global context. The second edition includes greater coverage of digital marketing, social and interactive marketing. For example, Sri Lankan farmers connecting to markets via mobile phones, Indonesia and intellectual property rights violations and how high fashion is harnessing the internet to become more accessible. It also benefits from increased focus on ethics and sustainability as well as more content relating to emerging markets as a direct result of market feedback.
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The text is great for relating daily experiences with the business content. It includes every country possible for this global marketing experience. It reminds you to pay attention to details in cultures including little subtle differences that might make or break a business option. Lots of visuals.
