Editor's Notes

1. Introduction I am here talking to you today at the request of Simon Grandidge, UKTI’s Marketing & Events Manager in the East Midlands. Simon is a member of the Chartered Institute of Marketing and came to one of CIM East Midlands premier events last year, “The Power of Marketing”. He thought that a it would be a good idea for UKTI and CIM in the East Midlands to work together to create this event today. Why am I leading this workshop this morning? Well, I have been involved in international marketing since 1972. Yes 1972!! I am also a Fellow of the Chartered Institute of Marketing and helped to establish the CIM’s branch in Poland, which was the institute’s first branch in Continental Europe. Having obtained an honours degree in Business Studies in 1970, my work in International Marketing started when I was a young export sales representative working for Massey Ferguson. Yes, as you see, it was a long time ago!! I have been involved in international marketing since that time, following my work with Massey Ferguson, I worked for Cargill (commodity traders) as a Countertrader and since 1985 as an international business adviser. And more recently I am also a Programme Director at the University of Buckingham. As I am here today as an honorary member of the Chartered Institute of Marketing’s East Midlands board, I will therefore be looking at exporting from a Marketing Management viewpoint, so let us start with a definition of Marketing.