Global Marketing Management, 6th Edition

PREFACE

THREE FUNDAMENTAL ISSUES ADDRESSED IN THE SIXTH EDITION

We have continued to receive many letters and e-mail messages as well as user reviews on Amazon.com from instructors and business executives around the world who used the previous editions of our Global Marketing Management. Their comments have been unanimously favorable. Thanks to the increased desire in many parts of the world for access to our book in their own languages, our book has been translated into Chinese, Japanese, Portuguese, and Spanish. However, we just cannot sit on our laurels. As the world around us has been constantly changing, the content and context of our book also have to change to reflect the climate of the time. As we all know, the Great Recession of 2009—the worst global financial crisis since the Great Depression of 1929—brought the global economy to a screeching halt and changed the global marketing environment completely. The continued global economic growth that many of us had taken for granted for many years proved to be a false assumption. Along with the global recession also came some serious doubts about the virtue of freer trading environments and unfettered global competition, and increased awareness about corporate social responsibility. This recessionary environment has since persisted ...