This book conceptualises the implementation of marketing and purchasing strategies and plans in terms of the agreements which companies make. It looks, in a cross-cultural setting, at the interorganisational negotiations which are crucial to marketing and purchasing operations and this negotiation theme is developed via models showing the interaction of factor affecting outcomes and negotiation skills. The book relates concepts to the reality of negotiating sales/purchasing, agency/distribution, licence and joint-venture agreements and derives and highlights the skills necessary for effective performance. While this book cannot be a substitute for real negotiating situations, it provides the concepts and practical examples which will lay a solid foundation for professional competence.