The Management of International Trade Promotion.

• Author: Cellich, C.

The Management of International Trade Promotion

In recent years several books have been published on international trade promotion, generally concentrating on a specific topic or issue. This book, however, provides a comprehensive analysis of trade promotion and stresses the need for an integrated approach to the development of effective international promotion strategies.

In the first three chapters the author shows the need for the elaboration of trade promotion policies, strategies and structures. Special attention is given to the role of export promotion organizations, chambers of commerce and industry, and trade associations in implementing export promotion strategies. An excellent coverage, supplemented by examples, describes in detail the functions, funding and activities of export promotion organizations.

The fourth and last chapter on export promotion operations gives specific techniques of product and market selection, the role of overseas commercial representation, international product promotion and export consortia. In view of the importance of the topics, it would have been more appropriate to stress the management aspects of export operations. For example, product and market selection...