International Marketing and the Trading System

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This study deals with marketing principles and key managerial decisions facing small and medium-sized enterprises in developing and transition economies. It identifies and analyzes regulatory problems in export markets and presents case studies illustrating how business firms, in a variety of countries and industries, are affected by regulatory change and how they respond to it.

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Marketing management within the international trading system

Managers have to decide where to export to and how to allocate their firms’ marketing budgets to the various variables that these firms control. There are numerous marketing variables, but a traditional firm in a developing country will concentrate on product and price, and neglect distribution, promotion and customer services. This chapter reviews how market choice is affected by the hierarchy of arrangements in the trading system and how the mix of marketing variables must be adjusted to regulatory export requirements.

English French

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