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Trade Promotion Strategies by Claude Cellich

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Chapter 2

Defining Trade Promotion and Strategic Goals

Before considering trade promotion programs, it is necessary to define the term and its implications, with the following goals:

• The continuing changes in the international trading environment suggest that trade strategy needs to be reassessed and constantly redefined. This should be done by public-sector strategists.

• The use of the Internet and new technologies for information and communications (NTIC) can drastically improve traditional trade promotion activities like trade missions abroad or participation in professional trade fairs. NTIC may even substitute them with virtual conferences or bids on the Internet through networking, web presence, and so on.

• Similarly, new trade ...

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