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Export practices in the UK clothing and knitwear industry

Dave Crick (Senior Research Fellow in Marketing at De Montfort University, Leicester, UK.)
Constantine S. Katsikeas (Distinguished Senior Research Fellow in Marketing and Strategy at the University of Wales, Cardiff, UK.)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 1995

1494

Abstract

Reports on the findings from an exploratory study investigating the export practices of UK clothing and knitwear manufacturing firms. Attempts to examine several key export marketing factors relating specifically to export development and performance characteristics, international market information requirements, export marketing mix, and the future importance of overseas markets. Suggests that, to a large extent, managers rely on their salesforces and intermediaries to carry out marketing research. When considering factors associated with firms′ marketing mixes, an alarming percentage of managers were not prepared to make adaptations. Prices were generally perceived as competitive, as were product design and quality, and managers had an overall good relationship with intermediaries. The main elements of the promotion mix used by firms were personal selling followed by advertising, although these varied between particular markets. Discusses these findings, which have important implications for business practitioners and public policy makers, together with a number of directions for future research.

Keywords

Citation

Crick, D. and Katsikeas, C.S. (1995), "Export practices in the UK clothing and knitwear industry", Marketing Intelligence & Planning, Vol. 13 No. 7, pp. 13-22. https://doi.org/10.1108/02634509510093788

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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