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This book describes the steps necessary to achieve success in export marketing. It is a step-by-step guide to the art and science of export marketing, from initial discovery to researching new markets, to the financial aspects, to managing ongoing operations. It is written for small to mid-size firms as a primer, and as a reference for larger firms already involved in exporting as a guide to higher levels of success.
If you manage a small or mid-size business that is interested in exporting; this comprehensive book will put you firmly on the path toward success. Achievement in export marketing is not easy, and this guide presents a strategic process from the very first steps of discovery all the way to managing your export operations. After reading it, you will be able to apply the practical information and begin the process with confidence.
About the author
Shaoming Zou (Ph.D., Michigan State University) is Robert J. Trulaske, Sr. Professor of Marketing and Associate Professor at University of Missouri. His research is focused on international marketing strategy and firms' performance. He has published in Journal of Marketing, Journal of International Business Studies, Decision Sciences, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of International Marketing, International Marketing Review, among others. His work is among the most cited in international marketing and has won several major research awards, including the AMA Global Marketing SIG's inaugural "Excellence in Global Marketing Research Award" for 10-year research impact. Dr. Zou served as an Department Editor of Journal of International Business Studies, the top journal in international business, and is a current member of the editorial review boards of Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Public Policy & Marketing.
Summary
A guide to the art and science of export marketing, from initial discovery to researching new markets, to the financial aspects, to managing ongoing operations. It describes the steps necessary to achieve success in export marketing.
