Introduction : marketing in the global villages -- 1. The cultural process -- 2. Cultural dynamics 1 : time and space -- 3. Cultural dynamics 2 : interactions, mindsets and behaviours -- 4. Cross-cultural consumer behaviour -- 5. Local consumers and the globalization of consumption -- 6. The convergence of marketing environments worldwide -- 7. Cross-cultural market research -- 8. Intercultural marketing strategy -- 9. Product policy 1 : physical, service and symbolic attributes -- 10. Product policy 2 : managing meaning -- 11. The critical role of price in relational exchange -- 12. International distribution and sales promotion -- 13. Language, culture and communication -- 14. Intercultural marketing communications 1 : advertising -- 15. Intercultural marketing communications 2 : personal selling, networking and public relations -- 16. Intercultural marketing negotiations 1 : people, trust and tasks.

17. Intercultural marketing negotiations 2 : some elements of national styles of business negotiation.