ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Reports on the findings from an exploratory study investigating theexport practices of UK clothing and knitwear manufacturing firms.Attempts to examine several key export marketing factors relatingspecifically to export development and performance characteristics,international market information requirements, export marketing mix, andthe future importance of overseas markets. Suggests that, to a largeextent, managers rely on their salesforces and intermediaries to carryout marketing research. When considering factors associated with firms'marketing mixes, an alarming percentage of managers were not prepared tomake adaptations. Prices were generally perceived as competitive, aswere product design and quality, and managers had an overall goodrelationship with intermediaries. The main elements of the promotion mixused by firms were personal selling followed by advertising, althoughthese varied between particular markets. Discusses these findings, whichhave important implications for business practitioners and public policymakers, together with a number of directions for future research.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634509510093788
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