SCANNING THE ENVIRONMENT/THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING. The Cultural Process. Cultural Dynamics (1): Values and Mindsets. Cultural Dynamics (2): Time and Space. Cross-Cultural Consumer Behaviour. Cross-Cultural Market Research. GLOBAL MARKETING OR INTERCULTURAL MARKETING? Globalization of Markets? Intercultural Marketing. The Regional Dimension of Internal Marketing.

DESIGNING CULTURALLY ADEQUATE MARKETING STRATEGIES. Adaptation or Standardisation of Product Policy: A Model for Choice. Management of Images Related to Nationality and Brand Name. The Critical Role of Pricing in Relational Exchange. International Distribution and Sales Promotion. COMMUNICATING AND SELLING ACROSS CULTURES. Language. Culture and Communication.

Marketing Communications (1): Advertising. Marketing Communications. (2): Public Relations and Personal Selling. Marketing Negotiations (1): Cultural Issues. Markeing Negotiations (2): Some elements of the National Style.