1. Marketing in a multicultural and changing world.
2. Cultural differences in a marketing context: value dimensions.
3. Cultural differences in a marketing context: further value dimensions.
4. Marketing research across cultures.
5. Branding across cultures.
6. Franchising across cultures.
7. Marketing across ethnic boundaries.
8. E–Marketing dilemmas across cultures.
9. Dilemmas of strategic marketing.
10. Develop your capacity to reconcile dilemmas.
Appendix: Accumulating and interpreting the evidence.