Export Strategy: Markets and Competition (RLE Marketing): 1st Edition (Paperback) book cover

Export Strategy: Markets and Competition (RLE Marketing)

1st Edition

By Nigel Piercy

Routledge

284 pages

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Description

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.

Table of Contents

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.

About the Author

Multivolume collection by leading authors in the field

About the Series

Routledge Library Editions: Marketing

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Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General