Marketing management within the international trading system
- Author: International Trade Centre
- Main Title: International Marketing and the Trading System , pp 60-100
- Publication Date: November 2002
- DOI: https://doi.org/10.18356/ada05aa7-en
- Language: English French
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.
© United Nations
ISBN (PDF):
9789213615331
Book DOI:
https://doi.org/10.18356/3eab1a82-en
Related Subject(s):
International Trade and Finance
Sustainable Development Goals:
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