This book breaks new ground in many areas of export marketing and reflects the authors's thirty years of experience in the industry. It provides a practical overview of the techniques of export marketing and helps exporters to develop and expand their overseas market profitability.
This much enlarged second edition retains the lucidity, professionalism and comprehensive coverage that ensured the success of the first edition. It concludes with two new chapters on export marketing strategy and the 1992 Single Market Entity. Other chapters have been revised and expanded to improve their coverage of the marketing mix, the product life cycle, market research, pricing strategy, overseas business trip, trade exhibitions, selling, negotiating, culture briefing, niche marketing, export planning, export market selection criteria, product development, product launch, promotion and export finance.
Widely regarded as the standard textbook for export marketing worldwide, students taking the course, or those at degree or professional level have found it an indispensible, lucid and comprehensive volume. Moreover the enrichment and expansion of the second edition will be enthusiastically welcomed by those already employed in export marketing or shipping offices, and will ensure its lasting appeal to all shipping executives. It will be equally ideal for the first-time exporter and the international entrepreneur keen to expand or develop his or her overseas markets.
PRODUCT DETAILS
CONDITION : USED : GOOD, Ex-library, With usual stamps and markings, very fair condition, suitable as a study copy
Paperback, Import
Format : Softcover
Publisher: Chapman & Hall
Language: English
ISBN-13: 9780412355400
Courier Charge : MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
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