This book offers management students and managers new insights by
approaching exporting from the perspective of marketing planning,
rather than the mechanics of export practice. The author evaluates
the widely recommended strategy of key market concentration,
showing its weaknesses and the flaws in the supporting evidence.
The book provides the reader with a framework for making an
explicit and informed choice between the real market options faced
in practical export situations, which takes into account the many
company and market factors shaping such strategies. Closely related
to market strategy is the competitive base for a company's
exporting, particularly in balancing price and non-price forms of
competition, and this is assessed in the second part of the book.
General
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