This title provides a practical and hands on approach to exporting/importing, and deals with the issues international companies need to understand if they are to succeed trading overseas. It examines basic marketing concepts and tools, the importance of research to identify and evaluate potential markets, and the strategies that can be used to assist companies in penetrating these markets. Each chapter contains diagrams, charts, tables and case studies to illustrate topics under discussion, together with a set of learning outcomes and questions for discussion. As the book progresses, chapters refer back to previous topics, enabling the reader to cross reference and to put ideas into context, again using case studies and examples. It provides support for those already involved in international trade as well as those keen to develop their knowledge of the subject.

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