Marketing to America
How non-US companies can profit by selling in the USA
Charles Klein
Marketing to America is the
first step by step guide for companies interested in selling non-American products in the
United States. This unique marketing book provides user friendly assistance to non-US
CEO's, marketing managers, export promotion trade officials, venture capital firms and
entrepreneurs interested in practical help to actually generate sales in the US market.
Written by an American researcher, consultant and marketing mentor living outside the
United States, the book is filled with "real world" stories about non-American
managers and their company's attempts to succeed in the world's largest market, based
on the author's 15 years of experience in the field.
The US Marketing Process
Part I titled "Preparing
for US Marketing" covers all of the pre-market entry stages beginning with how to
avoid unfair deals with US marketers, evaluation of potential distribution structures,
secondary and primary market research and why exporters need a defined US marketing
strategy in order to succeed.
Part II called "Taking
Action" guides the reader through practical options in bringing non-US products to
market in the United States such as marketing partners, US subsidiaries, reps and
marketing joint ventures. Practical tips and Web site links are included on topics such as
exhibitions, advertising, public relations and other promotion issues for exporters to the
US. This section also includes insight from an American vice president marketing working
for a non-US company and a case study about how a non-US company built a major US sales
organization selling a "me too" product.
Worldwide Perspective on US
Marketing
In addition to the author's
experience, the views of US marketing experts from numerous countries including the UK,
Ireland, Australia, Switzerland, Canada, Israel, South Africa, India, Jordan and Iceland
are included, providing a true world perspective.
This book is a must read for
anyone involved in exporting to the United States.
200 pages