CHAPTER 7
Finding Cross-Border Customers
The purpose of a business is to get and keep a customer. Without customers, no amount of engineering wizardry, clever financing, or operations expertise can keep a company going.
—Theodore Levitt, a late marketing professor at the Harvard Business School1
Finding customers for your export product and services can be accomplished through a range of programs, largely government sponsored, including trade shows, trade missions, and related trade-networking services. I’ll introduce a number of these services to you and explain how you can take advantage of them.
This section is one of my favorites because, as Levitt says, you can’t keep a company going without customers, and most books on international trade ...
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