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Trade Promotion Strategies by Claude Cellich

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Preface

After years of involvement in trade development and export promotion with the International Trade Centre (ITC), particularly in the past decade, we have witnessed a significant shift from traditional promotion activities to innovative trade tools, instruments, and measures. As a result of increased globalization, the Internet revolution, and intense competition, national trade promotion organizations (TPOs) have been forced to restructure and reorient themselves to remain relevant to the business sector. These changes reflect the need to provide exporters with sophisticated tools and targeted counseling services to compete successfully in foreign markets. In view of the substantial investment required to mount export promotion programs, ...

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