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This chapter is excerpted from ‘Export Marketing Strategy: Tactics and Skills That Work'. Chapter 1. Upon completing this chapter, you should be able to: (1) understand the importance of exporting to your firm’s business performance; (2) understand the determinants of export performance, especially the importance of export marketing strategy; and (3) follow an export marketing framework to develop suitable marketing strategies for your export venture in a foreign market. This book describes the steps necessary to achieve success in export marketing. It is a step-by-step guide to the art and science of export marketing, from initial discovery to researching new markets, to the financial aspects, to managing ongoing operations. It is written for small to mid-size firms as a primer, and as a reference for larger firms already involved in exporting as a guide to higher levels of success. By reading this book, managers will master the art and science of successful exporting and learn a strategic approach to helping their firms succeed in export marketing.