The new and expanded topics in this fi fteenth edition refl ect issues in competition, changing marketing structures, ethics and social responsibility, negotiations, and the development 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.

这本书在这第四版反映了竞争，变化的营销结构，道德和社会责任，谈判和21世纪经理人的发展等问题。竞争正在提高全球质量标准，增加对先进技术和创新的需求，并增加客户满意度的价值。全球市场正迅速从卖方市场转变为买方市场。这是一个深刻的社会、经济和政治变革时期。为了保持全球竞争力，企业必须了解新兴全球经济秩序的方方面面。