When a company initiates export development, it is essential to follow a systematic strategy formulation and decision-making process. Export Planning provides a methodology to plan and achieve internationalization. This process of export planning consists of four phases: export policy, export audit, export plan, and export roll-out. Export Planning describes these 4 phases, and provides a 10-step guide for the construction of an international marketing plan.
Export Planning will enable readers to:
• systematically select and plan entries into new international markets;
• enhance the chances of success through an integrated analysis and strategy review of marketing, logistics, organization and finance;
• assemble a sound line of reasoning from strategy to implementation.
Export Planning is a practical book. It provides a framework for the development of an international marketing plan, a toolkit and a checklist. PowerPoint slides and other helpful tools are available on www.pearsoneducation.nl/leeman.
This book is intended for bachelor and graduate students at business schools and universities.
Joris J.A. Leeman is a consultant, trainer, and author. He is a part-time lecturer at Arnhem Business School in The Netherlands, and founder of the Institute for Business Process Management.
