Export Strategy: Markets and Competition (RLE Marketing) (Routledge Library Editions: Marketing) - Softcover

Piercy, Nigel

Softcover

ISBN 10: 1138969419 ISBN 13: 9781138969414

Verlag: Routledge, 2015

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Reseña del editor

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.

Biografía del autor

Multivolume collection by leading authors in the field

Über diese Auflage

• Verlag: Routledge
• Erscheinungsdatum: 2015
• ISBN 10: 1138969419
• ISBN 13: 9781138969414
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 284