PREFACE<br >Aims and objectives<br > Books on the broad topics of international marketing and international business manage-<br > ment strategy continue to be published each year. In many parts of the world this<br > development has paralleled the changing attitudes of business firms about the importance<br > of having an international perspective in their business operations. This only reinforces<br > what companies in other countries have been doing for many years. Internationalization<br > of business firms is fashionable both for practitioners and for academics at university<br > and non-university institutions. Thus， it is not surprising that books on international<br > marketing/business management appear more or less regularly.<br > Many of the books are oriented toward managing multinational (or global) com-<br > panies， which tend to be rather large. In terms of numbers of companies doing some<br > type of international business， however， small- and medium-sized companies are most<br > prevalent. Most of these companies may never diversify their international operations and<br > grow to the size where being a multinational (or global) company is desirable or even<br > feasible. The major international activity of most small- and medium-sized companies<br > is exporting. Even large multinational ftrms with global operations are involved in exten-<br > sive exporting.<br > International marketing and international business management strategy books<br > devote little space to the subject of export management， most often only a chapter. In<br > addition， there has been little written in recent years that is devoted entirely to export<br > management. This new edition of International Marketing and Export Management con-<br > tinues the first edition s objective of filling this void. Moreover， we view export as<br > involving marketing processes and activities. This is the central theme of the book. The<br > book， however， is not a how to treatment of the procedural aspect of exporting. It<br > is oriented toward understanding the management of export operations and decision-<br > making. Necessarily， a certain amount of description must be included. But we continue<br > approaching the material from the perspective of the process by which a company can<br > creatively adapt to the international environment. To enhance the discussion of each<br > topic， case studies are provided at the end of most chapters. We have retained some of<br > the cases from the first edition and added newer ones where needed. Also， we have added<br > a small number of longer cases， providing the opportunity for more in-depth analysis.<br > The experiences of these companies illustrate points made in the text and provide a vehicle<br > for (1) integrating material from throughout the book and (2) making decisions. The<br > book is relevant to any exporting company.<br > This edition of International Marketing and Export Management has some notable<br > changes. First， the book has been thoroughly rewritten and updated with events that<br > have occurred in the international environment during the past few years. Second， three<br > new chapters have been written to address concerns of prior users and to make the book<br > more complete as an international marketing book. We have not changed our orientation<br > toward export. The material on international market(ing) research has been expanded<br > and presented as a separate chapter (Chapter 5). Material on non-export entry modes<br >