xix Preface New and Expanded Topics in This Edition University students around the country (and the world) are particularly interested in the threats of global climate change, thousands even protesting on the topic. The major improvement in the 17th edition is the strengthened emphasis on how international marketing can help. The new material starts with the cover which demonstrates the use of electricity (that is, energy) around the world. We focus on Europe because that continent has done the best job of reducing their carbon footprint. The image also reflects the high population density in India, the continuing reductions in the polar icecaps, and the brightness of our immense consumption of energy in North America. Seven different chapters include new information on fossil and renewable energy and sustainability. Other new and expanded topics in this seventeenth edition reflect issues in competition, changing marketing structures, ethics and social responsibility, negotiations, and the devel-opment of the manager for the 21st century. Competition is raising the global standards for quality, increasing the demand for advanced technology and innovation, and increasing the value of customer satisfaction. The global market is swiftly changing from a seller’s market to a buyer’s market. This is a period of profound social, economic, and political change. To remain competitive globally, companies must be aware of all aspects of the emerging global economic order. Additionally, the evolution of global communications and its known and unknown impacts on how international business is conducted cannot be minimized. In the third millennium, people in the “global village” will grow closer than ever before and will hear and see each other as a matter of course. An executive in Germany can routinely connect via VoIP (Voice over Internet Protocol) to hear and see his or her counterpart in an Australian company or anywhere else in the world. In many respects (time zone differences is a prominent excep-tion), geographic distance is becoming irrelevant. Telecommunications, the Internet, and satellites are helping companies optimize their planning, production, and procurement processes. Information—and, in its wake, the flow of goods—is moving around the globe at lightning speed. Increasingly powerful networks spanning the globe enable the delivery of services that reach far beyond national and con-tinental boundaries, fueling and fostering international trade. The connections of global communications bring people all around the world together in new and better forms of dialogue and understanding. This dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this sixteenth edition, including the following: • All data, text, pictures, and exhibits have been updated throughout the text. Out-of-date materials have been deleted. More than 100 new academic articles and their findings have been also integrated and cited throughout. • Chapter 1 New material on the role of entrepreneurship in international marketing and environmental issues has been added to Chapter 1. • Chapter 2 The bumpy road of international marketing is exemplified by new trade talks between America and its Pacific and Atlantic neighbors. Meanwhile the United States and China agree to collaborate on reducing carbon emissions in the midst of a trade dispute over solar panels. • Chapter 3 Population growth and emerging economies both put new pressures on the international marketing system with respect to environmental impact. Both chal-lenges and opportunities are created. • Chapter 4 This chapter includes a discussion of how culture and language are evolv-ing in the environment of new communication technologies, from thumb typing to emoji.
Cateora_InternationalMarketing_17e
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