Ch. 1. Culture Impacts of Markets: Pitfalls and Potentials -- Ch. 2. The Standardization versus Adaptation Debate: Wherefore Art Thou Now? -- Ch. 3. Cross-Cultural Negotiations -- Ch. 4. Cross-Cultural Dimensions of Marketing Research -- Ch. 5. Cross-Cultural Aspects of Products -- Ch. 6. Cross-Cultural Influences on Advertising -- Ch. 7. Cross-Cultural Aspects of Trade Fairs -- Ch. 8. Cross-Cultural Sales Promotional Techniques -- Ch. 9. Cross-Cultural Issues in Sales and Sales Management -- Ch. 10. A Cross-Cultural View of Channels of Distribution -- Ch. 11. Pricing -- Ch. 12. Cross-Cultural Aspects of Services Marketing -- Ch. 13. Cross-Cultural Implications of the Aftermarket.