Christin Emrich aims to provide readers with knowledge about cultures and methods that will help them avoid difficult situations and mistakes in intercultural marketing management. The practical relevance is illustrated through examples from various scientific fields and cultural clusters. Intercultural case studies and practical exercises allow for immediate application of the previously learned concepts. New in the 3rd edition: The 3rd edition has been restructured and completely revised. The author introduces a non-hierarchical scientific model for modern intercultural marketing management for the first time and adapts the model components to the tools of the marketing mix as well as to intercultural network management.