商品簡介
When a company initiates export development and internationalisation, it is essential to follow a systematic strategy formulation and decision-making process. Export Planning (3rd edition) provides a methodology to plan and achieve international expansion of the firm. This process of export planning consists of four phases: export policy, export audit, export plan, and export roll-out. Export Planning describes these 4 phases, and provides a 10-step guide for the construction of an international marketing plan. Export Planning will enable readers to: 1. systematically select and plan entries into new international markets; 2. enhance the chances of success through an integrated review of analysis and strategy by means of marketing, logistics, organization and finance; 3. assemble a sound line of reasoning from strategy to implementation. Export Planning is a practical book. It describes export and international marketing at a strategic, tactical and operational level, and combines theoretic models with relevant practical experience. New to this 3rd edition: all case texts are either new or updated. In addition, the content of the chapters is adjusted where needed. This book is intended for bachelor and graduate students at business schools and universities. This book is also useful for anyone who wants to know more about export planning, international marketing and international market development.
