Managing export marketing
著者
書誌事項
Managing export marketing
Gower, 1990
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内容説明・目次
内容説明
This book is an invaluable guide to any business-person or student who wishes to acquire a comprehensive knowledge of how to export. The difference between marketing and selling is explained and guidance is given for marketing overseas. A question and answer format is adopted throughout the book which is designed to provide the reader with an easy signpost to matching a specific company product or service to an appropriate export marketing tactic. There are chapters on the special problems of trading with the Eastern bloc and Japan. The emphasis throughout is on what is practical and cost-effective, and the text is supported by action checklists, specimen agreements, sources of advice and information, and a glossary of terms.
目次
- The marketing context
- the nuts and bolts of exporting
- market research
- Government help
- generating export business from within the UK
- appointing agents and distributors
- beware agency contracts
- getting regular business from agents and distributors
- exporting with minimal investment
- "big business" export activities
- selling to Eastern bloc countries
- exporting to Japan - a special case.
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