Artikelomschrijving

When a company initiates export development, it is essential to follow a systematic strategy formulation and decision-making process. Export Planning provides a methodology to plan and achieve internationalization. This process of export planning consists of four phases: export policy, export audit, export plan, and export roll-out. The author describes these four phases, and provides a 10-step guide for the construction of an international marketing plan. Export Planning will enable readers to: - systematically select and plan entries into new international markets; - assemble a sound line of reasoning from strategy to implementation; - enhance the chances of success through an integrated analysis and strategy review of marketing, logistics, organization and finance. 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 experiences. Nieuw in deze editie This 2nd edition includes a new chapter on how to implement the export transaction with detailed aspects of logistics shipping/documentation, customs clearance and financial insurance/payment. Doelgroep 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.