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The purpose of this book is to show you how to plan and execute internationalisation within your firm. Export Planning explains a method, following a 10 step approach, to create your international marketing plan It will enable you to: Systematically select and plan the entry into new international markets; Enhance the chances of success through its integrated review of analysis and strategy with marketing, logistics, organisation and finance; Put together a sound line of reasoning from strategy to implementation. This book provides you with: An Export Planning Model: a framework to develop your International Marketing Plan; 4 phases showing you how to set up an Export Policy, Export Audit, Export Plan and Export Rollout; 10 steps and 5P's for export which can be used as a toolkit; A checklist to review whether you are ready for export; "The secret of successful international trade can be found in applying the 4C's of marketing and matching them with the 5P's for export: product, performance, partners, people and perseverance." A book for practitioners and thinkers; students and managers.
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