Elements of Export Marketing and Management

Fülszöveg

Elements of Export Marketing and Management
Second edition Alan E. Branch
From the foreword by The Earl of Limerick:
If international trade is to make its maximum contribution to the well being of this country, it needs to be conducted with ever growing efficiency This demands professionalism. Those engaged in international trade at every level need to be as well trained and educated as possible.
This book breaks new ground in many areas of export marketing and reflects the author'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... Tovább

Fülszöveg

Elements of Export Marketing and Management
Second edition Alan E. Branch
From the foreword by The Earl of Limerick:
If international trade is to make its maximum contribution to the well being of this country, it needs to be conducted with ever growing efficiency This demands professionalism. Those engaged in international trade at every level need to be as well trained and educated as possible.
This book breaks new ground in many areas of export marketing and reflects the author'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 trips, trade exhibitions, selling, negotiating, culture briefing, niche marketing, export planning, export market selection criterija, 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.
Alan Branch is the Course Director of the International Trade and Shipping courses at Basingstoke Technical College. He is a consultant to UNCTAD and has over thirty years of experience in International Trade. His previous books on shipping and Export Practice now sell in over one hundred and thirty countries and have established his high reputation as a practical, down-to-earth author, with a gift for clear explanations of complex subjects. Vissza