The aim of the eighth edition is to provide a more balanced view of international marketing and export management. In the process, certain aspects have been prioritized more than in previous editions. For example, cultural perspectives of international marketing are more in focus for this edition compared to previous editions. Another example of higher priority relates to theories and models specific to international consumer behavior such as country-of-origin theory and the theories and models that focus on understanding consumers' country biases. On the other hand, information technology is viewed as a host of tools rather than a specific set of strategies or tactics. For this reason, information technology-related topics have, where possible, not been afforded separate sections but are integrated into the text.