How to Sell in Europe
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How to Sell in Europe

How to Sell in Europe


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About the Book

Table of Contents:
Part 1: You too can do it; Europe as export market - before and after 1992; exporting is not for large firms; Europe, the obvious choice for the first time exporter; 1992 and the exporter; making yourself heard in Europe; the European institutions; there has never been a better time. Part 2: A first look at Western Europe; treating the European market as a whole; getting to know West Europe. Part 3: Look before you leap; market research before yoy leave your desk; the European Commission as information source; United Kingdom official sources of help; chambers of commerce, trade and professional associations; commercial departments of Britosh Embassies in Europe; languages; keeping up to date. Part 4 field research - visiting the market; no substitue for visiting the market; organising a field trip; trade exhibitions; visiting British Embassy trade counsellors and overseas chamber of commerce; travel in Europe; european road travel - an overview. Part 5: how can I do business with europe; selling direct to Europe; selling through import houses; agents and representatives; selling through distributors and wholesalers; selling through your own branch office or subsidiary; manufacture under licence and joint ventures; some special situations - public purchasing. Part 6: Selling consumer goods to Europe; background - the retailing boom; types of retail outlet; opportunities in the consumer goods market; selling to Europe's supermarkets; selling to department stores; mail order; breaking into Europe's retail sector. Part 7: Selling services to europe; introduction - the services sector; some occupations cross frontiers; how to sell services. Part 8: Promoting your product or service in europe; introduction - the choices; trades and consumer exhibitions; promotional support for your agent or distributor; packaging; promotion at the point of sale; promotion using the trade and professional press; national and regional consumer press; outdoor advertising; cinema advertising; radio and television; direct marketing; handling your own medial relations. Part 9; Transport and distribution in Europe; examining the distribution alternatives; realtions between manufacturer and distributor; some considerations after 1992; physical distribution management; packing and packaging. Part 10: Facing up to Europe - strategies for 1992; a policy for Europe; a response to Europe - join ventures and acquisitions; harmonisation of taxes and VAT; finance, price and payments within Europe.


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Product Details
  • ISBN-13: 9780273031499
  • Publisher: Financial Times Prentice Hall
  • Publisher Imprint: Financial Times Prentice Hall
  • Height: 234 mm
  • Width: 156 mm
  • ISBN-10: 027303149X
  • Publisher Date: 19 Feb 1990
  • Binding: Hardback
  • Weight: 512 gr


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