7 secrets of marketing in a multi-cultural world / G. Clotaire Rapaille.

Foreword: Breaking the Code -- Preface: Welcome to the Multi-cultural World -- Introduction: A New Era for Marketing and Communication -- Secret 1. The Structure is the Message: People Don't Buy Products and Services - They Buy Relationships -- Ch. 1. The Quality of the Relationship -- Ch. 2. Technology Does Not Change the Structure -- Ch. 3. The 12 Laws of Relational Communication -- Ch. 4. Archetypology: The Study of Relationships -- Secret 2. Cultures Also Have an Unconscious: Cultural Archetypes Have the Power to Make or Break Your Marketing, Sales, or Public Relations Plan -- Ch. 5. The Power of Cultural Archetypes -- Ch. 6. The Logic of Emotion -- Ch. 7. Emotional Imprints -- Secret 3. If You Don't Know the Code, You Can't Open the Door: Decoding the Mindset of the Target Market Opens Doors of Opportunity -- Ch. 8. Opening Doors -- Ch. 9. The Big Three: Sex, Money, and Power -- Ch. 10. We Never Get a Second Chance to Have a First Experience -- Secret 4. Time, Space, and Energy Are the Building Blocks of All Cultures: Each Culture Has a DNA, and You Can Encode Your Culture for Top Marketing and Sales Performance -- Ch. 11. The Core Code or CNA -- Ch. 12. Elements of Encoding a Culture -- Ch. 13. Culture as a Survival Kit -- Ch. 14. Old Leaders, New World -- Secret 5. Solve the Right Problem: You Must Design and Create New Products or Services to Solve the Right Customer Problems -- Ch. 15. The Creativity Archetype -- Ch. 16. Performance Versus Creativity -- Ch. 17. Archetypal Answers to Seven Unanswerable Questions -- Secret 6. The More Global, the More Local: Quality Is the Passport to Global Markets, but the Code for Quality Differs from Culture to Culture, Market to Market, Person to Person -- Ch. 18. Clarity of Purpose -- Ch. 19. The Archetype of Quality -- Secret 7. The Third World War Is Underway - and It Is Cultural: Cultural Awareness Is the Key to Success and to Personal and Collective Freedom -- Ch. 20. The End of the Future as We Know It -- Glossary of Archetype Terms -- App.: Seven People Who Have Influenced Me -- About the Author -- About Archetype Discoveries.