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Focusing on marketing planning rather than the mechanics of export practice, this book provides management students and professionals with fresh insights into exporting strategies. It critically evaluates the common strategy of key market concentration, highlighting its weaknesses and supporting evidence flaws. Readers gain a framework for making informed choices in real export situations, considering various company and market factors. The book also examines the competitive landscape of exporting, particularly the balance between price and non-price competition.
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Export Strategy, Nigel Piercy
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- Année de publication
- 2014
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