Export Strategy: Markets and Competition (RLE Marketing)

1st Edition

Nigel Piercy

Routledge
Published November 26, 2015
Reference - 284 Pages
ISBN 9781138969414 - CAT# Y208120
Series: Routledge Library Editions: Marketing

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Summary

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.

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