1 Table of Contents: “... -- Globalization: A Marketing Management Perspective -- The Active Service Consumer -- Service on the Edge...”

2 Table of Contents: “... -- Relationships in a Business-to-Business Setting -- Globalization and Marketing Challenges -- Selling and Sales...”

3 Table of Contents: “... -- Measurement Issues in Marketing -- Globalization Potpourri -- Ethical and Legal Issues -- Marketing Potpourri...”

4 Table of Contents: “...Blueprinting and Strategy for Service Providers and Buyers -- Export Strategies and Global Markets...”