Accessing European markets

  • Neil Harris
Chapter

Abstract

 Chapter 9 considers how and why European businesses need to access new markets. In this context the important role of market intelligence is analysed. The role of international marketing is considered as a means to achieve strategic objectives of accessing new markets. Linked to this, the problems of barriers to entry, first developed in  Chapter 3, are explored in more depth. Exporting, Foreign Direct Investment and joint ventures are examined as means of market entry and then applied to CEEC markets, developing the issues that were introduced in  Chapter 4.

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Copyright information

© Neil Harris 1996

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  • Neil Harris

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