includes bibliography and index

Contents: Part 1: Premarketing -- Chapter 1: culture impacts of markets: pitfalls and pitfalls and potentials -- Chapter 2: the standardization versus adaptation debate: wherefore art thou now? -- Chapter 3: cross-cultural negotiations -- Chapter 4: cross-cultural dimensions of marketing research -- Part 2: Marketing -- Chapter 5: cross-cultural aspects of products -- Chapter 6: cross-cultural influences on advertising -- Chapter 7: cross-cultural aspects of trade fairs -- Chapter 8: cross-cultural sales promotional techniques -- Chapter 9: cross-cultural issues in sales and sales management -- Chapter 10: a cross-cultural view of channels of distribution -- Chapter 11: pricing - Part 3: Postmarketing -- Chapter 12: cross-cultural aspects of services marketing -- Chapter 13: cross-cultural implications of the aftermarket -- Chapter 14: cross-cultural dimensions of service quality -- Chapter 15: green marketing.