Selling to Newly Emerging Markets [Hardcover]

Russell R. Miller (Author)

Book Description

Publication Date: April 30, 1998 | ISBN-10: 1567200443 | ISBN-13: 978-1567200447

Significant sales opportunities exist in newly emerging markets around the globe--and many of them are missed. Because sales and marketing executives lack familiarity with the structure of the markets and the risks of working in them, Miller says, they often have little understanding of how to enter them. In this unusually well-researched book by an experienced international marketer, Miller concentrates on the unique characteristics, opportunities, and sales methods associated with newly emerging markets. He pays special attention to economies in transition in the newly independent states in Russia and the rapidly expanding markets throughout Eastern Europe. His book will be essential for organizations contemplating expansion internationally and for executives and scholars in educational and multilateral institutions with important interests in understanding new markets and how to benefit from them. Miller maintains that because of a lack of familiarity with developing countries, executives in many organizations perceive inordinate risk in doing business with them. His book attempts, therefore, to provide the experience and insights that many well-trained but internationally inexperienced managers lack. He defines the typical characteristics of these markets, the factors that are important to market selection, and ways to reduce operating risk. Of critical importance is the choice of an appropriate market entry strategy, and Miller focuses on the relative merits of different types of foreign representation, plus the advantages and drawbacks of strategic alliances that involve direct investment and technology transfers. The result is a timely, useful, readable volume for sales executives almost anywhere, certainly for those in companies that have come to understand the importance of doing business globally.

Editorial Reviews

Review

“This book offers a wealth of information, presented in a very interesting, easy to read format....[i]ts specific market assessments make it worthwhile reading for marketing managers interested in acuiring an introduction to the opportunities of business in the NEMs of Eastern Europe.”–Journal Of Consumer Marketing

About the Author

RUSSELL R. MILLER is an international marketing consultant with wide and varied experience in marketing and strategic planning.

Product Details

• Hardcover: 288 pages
• Publisher: Quorum Books (April 30, 1998)
• Language: English
• ISBN-10: 1567200443
• ISBN-13: 978-1567200447
• Product Dimensions: 9.6 x 6.4 x 1.1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #6,315,707 in Books (See Top 100 in Books)

More About the Author

Russell Miller is a former senior vice president of international marketing for Zenith Electronics traveling to over 100 countries and establishing a business relationship primarily in Asia, Latin America, Africa, and the Mid-east. Since retiring he has worked on development projects for the Vienna-based UNIDO, the UNDP, the World Bank, and the IESC on on consulting assignments in Ukraine, Belarus, Lithuania, Kyrgyzstan and Kazakhstan. He is the author of four books, two on international development, one describing a project where he spent two months in a former closed city in Ukraine, and a fictional spy novel based in Ukraine during the Orange Revolution. He is married to the former Elsie Dagit, and has three adult children Cheron, Mike and Paul, and lives in La Grange, IL a suburb of Chicago.

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars An outstanding resource for new exporters to NEM's., October 9, 1998

By A Customer

This review is from: Selling to Newly Emerging Markets (Hardcover)

This is a book written by a highly experienced international marketer who truly understands the characteristic of the newly independent states of the Soviet Union and other developing Eastern European countries. It clearly instructs readers how to how to build sucessful sales networks and create lasting local business relationships. Our consulting staff refers to this book often when putting together marketing programs for clients who want to penetrate BEM's as quickly and profitably as possible. John R. Jagoe, Director, Export Institute.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Informative, Interesting, and Practical!, September 16, 1998

By A Customer

This review is from: Selling to Newly Emerging Markets (Hardcover)

As the Director of Training Development for an American based international company, I found this book to be extremely informative, very practical, as well as an interesting read. An unusal combination to find in business books. Miller obviously knows his subject and is able to convey his valuable information in a very readable manner.