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This title provides a practical and hands on approach to exporting/importing, and deals with the issues international companies need to understand if they are to succeed trading overseas. It examines basic marketing concepts and tools, the importance of research to identify and evaluate potential markets, and the strategies that can be used to assist companies in penetrating these markets.

CHRIS MARSHALL is a graduate member of the Institute of Export with experience of advising businesses on improving their overseas performance. He works in the International Trade division of a leading UK Chamber of Commerce.