Export Marketing Management in Medium‐Sized British Firms

Abstract

Examines attitudes to the marketing management of exports. Analyses the results of a survey of export marketing policies in medium‐sized manufacturing companies in the North of England. Stresses the importance of having a structured export policy as part of an overall business plan. Discusses various methods of capturing market data on exports, including Government statistics and trade association reports. Identifies key areas of a coherent export marketing plan – market factors, volume factors, company factors and marketing factors. Examines the differences in characteristics and policies adapted by active and reactive exporters. Outlines the merits of a variety of export pricing and invoicing methods. Concludes that companies must adapt export strategies and theories to suit their own individual needs, rather than accept an industry‐wide export programme.

Citation

Piercy, N. (1983), "Export Marketing Management in Medium‐Sized British Firms", European Journal of Marketing, Vol. 17 No. 1, pp. 48-67. https://doi.org/10.1108/EUM0000000004807