HermanoRoberto
Thiry
janeiro
/
fevereiro
de
20089 – R e v i s t a d a E S P M
133
ES
PM
maio
/
junho
de
2 0
Internationalnegotiations
aboutclimatechanges
inatimeofcrisis
Luiz Felipe Lampreia
page 62
International scientists arrived to the
conclusion that the year 2015 is the
deadline to revert the current trend
of global warming. If, by that time,
a global program to reduceCO
2
emissions is not initiated, damage
to the planet will ensue.Europe took
the lead, in 2007, to curtail the emis-
sion of gaseswhich build the hothouse
effect.TheUSA, underObama, also
adopted important measureswith the
same objective. Brazil must alsodo so-
mething about the 3%of theworldCO
2
emissions it is responsible for.
Linguisticdiversity
asapreconditionfor
culturaldiversity
ManolitaCorreia Lima
page 77
Part of the contemporary debate deals
with the loss of History’smonopoly
by theWest.A single-centeredworld
loses ground to another, designed
around several poles of influence.The
new situation requires that diverse cultu-
reswork together and favors the surging
of multicultural societies.The text is di-
vided in four sections: first, a discussion
about the birth of languages and their
importance for human cultures; second,
the political use of language resulting in
the death of some and the
impositionof others; finally, two
experiences concerning policies of
democratization and exclusion in the
process of learning foreign languages,
in the EuropeanUnion and inBrazil.
FinancialCrisis
oracrisisofvalues?
AdrianaGomes
page 86
Arewe just living through another crisis,
or is this one a crisis in values? In the
past, mankind’s greatest strideswere
resulted from differences in beliefs and
values. No conquest is devoid of crisis;
and it is time for renewal to transform
and improve rules and relations, be they
personal, professional or institutional.
It may be an opportunity for people
and institutions to review and adapt
to newdemands and appeals – in the
fields of sustainability, innovation, social
responsibility, transparency, ethics and –
maybe – towards less greed.
CostperThousand?
Iwanttoseetheclipping!
Emmanuel PublioDias,
MarceloCoutinho,
ViniciusAndrade
page 104
The new relations between brands/
products and consumers – through the
communication arenas, and specially
through digital social networks -
resulted in a new type of communica-
tion, where it is no longer enough to
deliver contents or impacts.Value
must be added, in away that users
may use such contents as social
“currency”.Traditional methods of
measuring advertising effectiveness
(particularlyCost perThousand) become
insufficient to assess efficiency or ROI,
insofar as they cannot take into
consideration the shape of this new type
of social assets, both in traditional
media and network environments.
High-performance
leadership
LuizOtavio da
SilvaNascimento
page 110
The current world economic
crisis brought competition to
a high gear, with new scale and
speed.This situation could not fail
to exert pressure upon corporate
executives tomeasure themselves
against competition, also globally.
The continuous search for high
performance, in this business
environment, requires that leaders
both know and control the
management toolswhich are
needed to reach corporate goals.
Marketingcelebrates
itscentennial
Ismael Rocha,
J. RobertoWhitaker
Penteado, MarceloD’Emidio
page 116
Between 1905 and 1910,
the firstMarketing courses started
to be taught inUS universities.
The termMarketingMix represented
the first time theword acquired a
strategicmeaning. From that time
on, modes and fashions
to usemarketing techniques
becamemany: fromGuerilla
Marketing toMaximarketing,
One-to-one, andbeyond.
The authors register the
100th birthday of the applied
science ofMarketing, and
suggest that its basic nature
remains unchanged: to bring
sellers andbuyers together.
