本教材以商务活动中的跨文化交际为轴心，探讨了跨文化商务沟通的技巧。各章的范式统一、结构明晰。各章均由学习目标、课前问题、章节主体、术语解释、生词提示、章节理解问题、案例分析、拓展实训活动、阅读扩展等部分构成，教材体系科学合理。

Chapter 1 Culture, Communication & Intercultural Communication

 Culture

 Communication

 Intercultural Communication

 Intercultural Business Communication

Chapter 2 Verbal Communication

 Verbal Communication

 Oral Communication

 Written Communication

Chapter 3 Nonverbal Communication

 Introduction to Nonverbal Communication

 Body Language

 Eye Contact

 Body Touch

 Spatial Language

 Temporal Language

Chapter 4 Cultural Values

 Definition of Values

 Comparison between Western Values and Chinese Values

 Cultural Dimensions

Chapter 5 Culture Shock in Intercultural Communication

 Definition & Causes of Culture Shock

 Stages of Culture Shock

 Symptoms of Culture Shock

 Strategies for Managing Culture Shock

Chapter 6 Business Etiquette & Social Customs

 Introductions and greetings

 Social Entertainment

 Gift Giving and Receiving

 Dressing Rules

 Social Customs

 Humor, Superstitions and Taboos

 Business Scheduling

Chapter 7 Intercultural Business Negotiation

 Definition of Negotiation

 Intercultural Negotiation Models and Styles

 Phases of Negotiation

 Intercultural Negotiation Strategies

 Intercultural Negotiation Guidelines

Chapter 8 Intercultural Market Communication

 Intercultural Brand Marketing

 Intercultural Advertising

 Certain Aspects of Culture Affecting Marketing and Advertising 

Reference Key

Bibliography