Preface. (S. Tamer Cavusgil). Research on International Service Marketing: Enrichment and Challenges. (P. Pauwels, Ko De Ruyter). Part I: Marketing Services Across Borders. Managing Service Relationships in a Global Economy: Exploring The Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers. (T. Hennig-Thurau et al.). A Cross-Cultural Investigation of Relationship Marketing Effectiveness in Retail Services: A Contingency Approach. (G. Odekerken-Schroder, K. De Wulf, K.E. Reynolds). The Role of Socially Desirable Responding in International Services Research. (M. Van Birgelen, Ko De Ruyter, M. Wetzels). Part II: Getting Services Across Borders. The Internationalization Process of Service Providers: A Literature Review. (T. Lommelen, P. Matthyssens). Entry Mode Choice in Service Firms: A Review Of Contemporary Research. (A. Kennedy). Part III: New Services Across Borders. Marketing Industrial Project-Related Services Internationally: A Multi-Lingual Literature Review. (M.A. Skaates, B. Cova). International Consulting Providers and Multilateral Institutions: Networks and Internationalization. (C. Welch).