CHAPTER 1 Understanding Culture and Intercultural Communication .
1.1 Understanding Culture
1.2 Understanding Intercultural Communication
1.3 Exercises
CHAPTER 2 Cultural Differences in Daily Interactivities
2.1 Greeting
2.2 Addressing
2.3 Visiting
2.4 Gift-giving
2.5 Exercises
CHAPTER 3 Cultural Differences in Social Value
3.1 Politeness
3.2 Friendship
3.3 Family Relationship
3.4 Education
3.5 Exercises
CHAPTER 4 Cultural Differences in Connotative Meanings
4.1 Color
4.2 Number
4.3 Associative Target
4.4 Taboo
4.5 Exercises
CHAPTER 5 Cultural Differences in Nonverbal Communication
5.1 Nonverbal Communication
5.2 Body Language
5.3 Paralanguage
5.4 Object Language
5.5 Environmental Language
5.6 Exercises
CHAPTER 6 Intercultural Communication in Business Situation
6.1 Intercultural Business Writing
6.2 Intercultural Business Negotiation
6.3 Intercultural Business Protocol
6.4 Intercultural Design of Advertising and Trademark
6.5 Intercultural Marketing Communication
6.6 Intercultural Corporate Culture
6.7 Exercises
References