Export Strategy

Markets and Competition (RLE Marketing)
1. Auflage 2015
ISBN: 978-1-138-96941-4
Verlag: Routledge

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 436 g

Reihe: Routledge Library Editions: Marketing

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.

Autoren/Hrsg.

Piercy, Nigel

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: Export Management 1. Introduction 2. Export In the Firm 3. Export Marketing Part 2: Export Market Strategy 4. Market Concentration 5. Market Spreading 6. Export Market Choice: Concentration or Spreading? Part 3: Competitive Strategy in Exporting 7. Export Competition 8. Price Policy 9. Export Pricing 10. Non-Price Competition in Exporting Part 4: Implications and Overview 11. International Competitive Strategies 12. An Overview and the Strategic Audit.

Über Autor(innen)

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