xx Preface • Chapter 5 A new Crossing Borders box about how women’s roles are changing in Japan has been added. • Chapter 6 Data, text, pictures, and exhibits have been updated. New material on how governments support environmental projects is provided. • Chapter 7 We continue the narrative of how technological changes push government policies (taxes, censorship, and cyberterrorism) around the world. • Chapter 8 Another scary new story about privacy and data collection is added in a new Crossing Borders box. • Chapter 9 The data included on Cuba suggest the international marketing potential now that the half-century embargo by the United States is being lifted. • Chapter 10 New emphasis is placed on the political/economic problems of Russia’s annexation of Crimea and its ongoing dispute with the Ukraine and the associated trade sanctions imposed by both the EU and the United States. • Chapter 11 New Crossing Borders include a discussion of spam (both the meat and Internet sort) and how Asian culture affects the United States (think Gangnam Style). Also, American marketing errors in China are discussed in some detail. • Chapter 12 Market entry strategies are discussed for American media producers such as Netflix selling content and services in Europe. • Chapter 13 A section further describing how diversity yields innovation is added, and a new section extends the definition of product quality to include public health and safety concerns. • Chapter 14 Toyota’s revolutionary introduction of hydrogen fuel cell vehicles is discussed along with innovations in the use of wood pellets as carbon neutral fuels in the European Union. • Chapter 15 Crossing Borders boxes are added on American-style food trucks in Paris and the importance of shipping container technology. The section on Marriott Internet technology approaches is updated, and a rare error made by Alibaba in China is noted. • Chapter 16 The continuing decline of print, the coming decline of TV, and the growing dominance of the Internet are charted. A new Crossing Borders further demonstrates the challenges associated with translation of advertising messages. The distinction between public relations and advertising is illustrated through a marketing mistake made by Samsung in Italy. • Chapter 17 New emphasis on the importance of learning foreign languages is presented. • Chapter 18 A new Global Perspective provides details about chocolate and sugar price volatility and controls, both affecting the price of Oreos around the world. Also, new data on oil price volatility is presented. • Chapter 19 New materials on the topic of inventive international negotiation are included. • Three new cases: (1) Club Med and the Global Consumption of Leisure, (2) Pric-ing Gillette’s New Razor for the Developing World, and (3) Child Labor in IKEA’s Global Supply Chain. All the cases will be available within Connect and SmartBook. Structure of the Text The text is divided into six parts. The first two chapters, Part 1, introduce the reader to the environmental∕cultural approach to international marketing and to three international marketing management concepts: domestic market expansion, multidomestic marketing, and global marketing. As companies restructure for the global economic and competitive rigors of the 21st century, so too must tomorrow’s managers. The successful manager must
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