Description

Intended for executives in small- to medium-sized companies just beginning to contemplate an export program, this book tells when and how to export and takes the reader through documentation, product servicing, advertising, distribution agreements, patents, trademarks, political risks, and foreign trade shows. The book also offers solutions to such problems as getting paid in a timely fashion, hiring an export staff, marketing to different cultures, overcoming language difficulties, protecting patents and trademarks, and minimizing exposure to terrorism. Management Review

Robert Weber here offers a readable, authoritative guide to the strategies and techniques of selling to foreign markets. Intended especially for top management and sales executives in small-to medium-sized companies just beginning to contemplate an export program, The Marketer's Guide to Selling Products Abroad takes the reader sequentially from the crucial questions regarding when and how to export through the common, often frustrating, concerns of documentation, product servicing, advertising, distribution agreements, patents, trademarks, political risks, traveling the territory, and foreign trade shows.

An unusally comprehensive treatment of the export process, the book offers workable solutions to such frequently encountered problems as getting paid in a timely fashion; hiring, staffing, and locating an export staff; marketing to different cultures; language difficulties; protecting industrial property rights, such patents and trademarks; and minimizing exposure to terrorism. Weber, himself an experienced exporter, covers the reasons companies should export, the government services available to exporters, alternative distribution methods, and selection of target markets. In each case, Weber offers straightforward, practical advice that can be used with profit by companies wishing to initiate a foreign sales program. Three appendixes offer helpful information about Commerce Department field offices, official languages, and abbreviations and acronyms. Numerous illustrations reinforce information contained in the text.