Export marketing strategy tactics and skills that work /
Shaoming Zou, Daekwan Kim, S. Tamer Cavusgil.
- first edition.
- [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2009.
- 1 electronic text (vii, 362 pages) : digital file.
- International business collection .
Chapter 1. Introduction, export marketing strategy -- Chapter 2. Assessing company readiness to export -- Chapter 3. Researching and selecting export markets -- Chapter 4. Exploring international entry modes -- Chapter 5. Partnering strategies -- Chapter 6. Developing an export marketing plan -- Chapter 7. Working with facilitating and support firms -- Chapter 8. Budgeting for exporting -- Chapter 9. Analyzing the legal environment of exporting -- Chapter 10. Managing logistics and supply chain in exporting -- Chapter 11. Understanding foreign cultures -- Chapter 12. Product adaptation -- Chapter 13. Advertising and promotion in export -- Chapter 14. Export costing -- Chapter 15. Pricing for export markets -- Chapter 16. Financial aspects and payments in exporting -- Chapter 17. Managing export operations.
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.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.