Marketing to America

Charles Klein

Marketing to America is the first step by step guide for companies interested in selling non-American products in the United States. This unique marketing bookprovides user friendly assistance to non-US CEO's, marketing managers, export promotion trade officials, venture capital firms and entrepreneurs interested in practical help to actually generate sales in the US market. Written by an American researcher, consultant and marketing mentor living outside the United States, the book is filled with "real world" stories about non-American managers and their company's attempts to succeed in the world's largest market, based on the author's 15 years of experience in the field. The US Marketing Process Part I titled "Preparing for US Marketing" covers all of the pre-market entry stages beginning with how to avoid unfair deals with US marketers, evaluation of potential distribution structures, secondary and primary market research and why exporters need a defined US marketing strategy in order to succeed. Part II called "Taking Action" guides the reader through practical options in bringing non-US products to market in the United States such as marketing partners, US subsidiaries, reps and marketing joint ventures. Practical tips and Web site links are included on topics such as exhibitions, advertising, public relations and other promotion issues for exporters to the US. This section also includes insight from an American vice president marketing working for a non-US company and a case study about how a non-US company built a major US sales organization selling a "me too" product. Worldwide Perspective on US Marketing In addition to the author's experience, the views of US marketing experts from numerous countries including the UK, Ireland, Australia, Switzerland, Canada, Israel, South Africa, India, Jordan and Iceland are included, providing a true world perspective. This book is a must read for anyone involved in exporting to the United States.
  • Limba : Engleza
  • Cuprins :

    Acknowledgements

    Introduction

    PART 1 PREPARING FOR US MARKETING

    Exporting to the USA

      • The land of opportunity
      • Key problems for non-US companies
      • What US distributors won't tell you
      • Tips for meetings in the USA
      • Forging strong business and personal relationships
      • Finding niches
      • Can you sell in the USA?

      Distribution strategies for non-US companies

      • Need for a defined entry strategy
      • Internal analysis
      • External strategy options
      • Recruiting a strategic partner or marketing partner
      • Opening a US subsidiary or sales office
      • Opening a US parent company
      • Joint ventures – establishment of a US sales operation in partnership with an American corporation
      • Acquiring an existing US company
      • Establishing a master rep organization
      • Working with trading companies
      • Licensing
      • Direct sales
      • E-commerce
      • Selecting a distribution strategy

      First-stage marketing information: secondary market

    • Data Publicarii : 2001
    • Editie : 1
    • Format : Paperback
    • Numar pagini : 200
    • ISBN : 9780273653868
    Rating:
    714.99 Lei
    Disponibilitate : 3-5 saptamani

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