Trade promotion strategies best practices / Michel Borgeon and Claude Cellich.

Format:

Book

Author/Creator:

Borgeon, Michel.

Contributor:

Cellich, Claude.

Series:

International business collection. 1948-2760

International business collection, 1948-2760

Language:

English

Subjects (All):

Foreign trade promotion.

Physical Description:

1 online resource (224 p.)

Edition:

1st ed.

Place of Publication:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, c2012.

Language Note:

English

Summary:

Globalization has revolutionized how trade is conducted. New opportunities have been created, coupled with higher risks and increased competition. Firms involved in international trade have had to adapt to a rapidly changing global environment to remain competitive. To assist export-oriented enterprises, particularly small and medium ones, national trade promotion organizations have developed innovative strategies and incentives. Strategic considerations in trade promotion are examined in part I, while the national trade promotion initiatives considered most effective have been selected and presented as cases in parts II and III. Throughout the book, readers are provided with the best available practices and explanations of how a select group of trade promotion organizations have become relevant partners to their export-oriented enterprises.

Contents:

List of abbreviations

Preface

Introduction

Part I. Trade promotion principles and review of key strategic functions

1. Why develop trade promotion strategies, and who is concerned?

2. Defining trade promotion and strategic goals

3. Setting up the process of trade promotion strategy: export development and export promotion

4. Competitiveness issues are defined at the national level

5. The competitiveness scheme in the context of trade promotion strategies

6. Key components for successful promotion activities

7. Trade promotion and budget allocation

8. The exporter profile: making exporting a core business

9. Trade representation abroad: a key component of trade promotion strategy

10. Evaluation practices

Conclusion. The future of trade promotion

Part II. Best practices: tools, functional cases, and sectoral cases

Case 1. Identifying and finding markets for trade promotion: websites and trade statistics/market analysis tools

Case 2. Market analysis tools in the context of Mexican foreign trade

Case 3. Functional analysis: the United Kingdom Trade and Investment Board (UKTI) and client satisfaction

Case 4. Fair trade: reversing the trends through trademarks, labeling, and alternative channels

Part III. National trade promotion cases

Case 5. Australia: the Australian trade promotion environment

Case 6. Canada: an integrated and decentralized range of trade promotion services and tools

Case 7. Mauritius: a success story

Case 8. Taiwan: integrating a multipurpose infrastructure and focusing on trading services

Case 9. United States: trade promotion policy

Appendix. International trade organizations and national trade promotion organizations on the web

Notes

References

Index.

Notes:

Description based upon print version of record.

Includes bibliographical references (p. 195-199) and index.

Title from PDF t.p. (viewed on January 25, 2012).

ISBN:

9781782681144

1782681140

9781283892827

1283892820

9781606492307

1606492306

OCLC:

774870126

Publisher Number:

2 BEP