Export marketing strategy [electronic resource] : tactics and skills that work / Shaoming Zou, Daekwan Kim, S. Tamer Cavusgil.
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| Edition: | 1st ed. |
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| Published: |
New York, N.Y. :
Business Expert Press,
2009.
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| Online Access: | |
| Main Author: | |
| Other Authors: | |
| Series: | International business collection.
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| Subjects: | |
| Format: | Electronic eBook |
| Summary: | Export is the oldest form of international marketing and is still one of the most popular strategies for a firm to reach foreign markets. For many firms, exporting is an important strategic initiative for growth and a vital part of their business operations. Without success in exporting, many firms may not survive or prosper in the intensely competitive marketplace. Unfortunately, successful export marketing is not easy, and many firms lack a good understanding of the fundamentals of effective export marketing strategies and operations. This handbook of export marketing strategy presents a comprehensive and practical guide for firms interested in participating and succeeding in export marketing. Drawing on their sustained research in export marketing and knowledge of the literature, the authors introduce a systematic process for a firm to assess its readiness to export, identify and select viable export markets, explore suitable forms in which to enter foreign markets, develop an effective export marketing plan, work with export facilitating firms, set an export budget, manage the supply chain and logistics in exporting, analyze foreign cultures, adapt the product and promotion, set export prices, receive payment for exported products, and manage and control export transactions. They cover various aspects of a successful export marketing program, discuss detailed tasks and considerations involved in each aspect, and present a set of practical guidelines for firms to follow when making export marketing decisions. The book balances strategic considerations with operational issues and theoretical rationales with practical applications. By reading this book, managers will master the art and science of successful exporting and learn a strategic approach to helping their firms succeed in export marketing. |
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| Physical Description: | 1 online resource (vii, 362 p.) |
| Other format: | Print version: Zou, Shaoming. Export marketing strategy. 1st ed. 9781606490082 |
| Notes: | Bib#: 1788886 |
| Bibliography: | Includes bibliographical references (p. 333-338) and index. |
| Series: | International business collection
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| Language: | English |
| ISBN: | 9781606490099 (electronic bk.) 1606490095 (electronic bk.) |
| Bib#: | 1788886 |
