|Export Marketing for a Small Handicraft Business (Oxfam, 1996, 192 p.)|
It is worthwhile to look at books on the theory and practice of marketing, and on export marketing in particular. They can help you to improve your planning and think about your marketing mix. The ITC and CBI publish several titles specifically about handicraft export marketing, and also export marketing training. It is well worthwhile to obtain their up-to-date publications lists.
For a general range of publications on all aspects of business management, including marketing, contact the International Labour Office (ILO) at 4 route des Morillons, 1211 Geneva 22, Switzerland. ILO established MATCOM (Materials and Techniques for Co-operative Management Training) which designs and publishes material for training managers. Its list of titles can also be obtained from ILO.
The International Chamber of Commerce, a grouping of companies and business associations in more than 100 countries, has a range of publications on international investment and trade. Write to ICC Publishing SA, 38 Cours Albert 1er, 75008 Paris, France.
A valuable basic guide to procedures for exports from developing countries is provided by:
Allen, R. (ed.) (1983), Exporting to the UK, prepared by the Developing Countries Trade Agency, 69 Cannon Street, London EC4N 5AB, Oxford: Pergamon Press.
Two booklets about trade fairs might be valuable to an exporter thinking of participating in one:
(1974), Exhibitor's Guide - Fairs, Salons, Exhibitions, published by The Commission of European Communities, rue de la Loi 200, B-1049 Brussels, Belgium. A detailed treatment of the organisation of a fair.
(1990) Successful Participation in Trade Fairs, published by confederation of German Trade Fair and Exhibition Industries, Lindenstrasse 8, D-500 Koln 1, Germany. Puts the trade fair in the context of the marketing mix and advises on preparation, budgeting, and follow-up.
A number of agencies which are not major publishers have produced training manuals on marketing for use by small businesses:
Hughes, I. (1981), Guide for Exporters of Pacific Island Crafts, London: Commonwealth Secretariat, Marlborough House, Pall Mall, London SW1. Prepared for a seminar on the Development of Artefacts and Handicrafts for Commonwealth Developing Countries in the Pacific Region, organised by the Export Market Division of the Commonwealth Secretariat in collaboration with the Government of Papua New Guinea and the South Pacific Bureau for Economic Co-operation.
'Marketing: What it is and Why it's Important for Women', Newsletter 31,1985, New York: International Women's Tribune Centre Inc., m United Nations Plaza, New York 10017, USA.
(1985), The Business of Small Business, Saint Paul: Women's Economic Development Corporation, 1885 University Avenue West, Suite 395, Saint Paul, Minnesota 55105.
(1983), Marketing Hints for Jamaican Craft Workers, Kingston, Jamaica: Things Jamaican and Inter-American Institute for Co-operation in Agriculture (IICA) P.O.Box 349, Kingston 6, Jamaica.
Malick, S.(1985), Planning Income and Employment Generation for Rural WomenThe Marketing Approach, Geneva: International Labour Organisation (ILO).
Kundervatter, S., Marketing Strategy, Training Activities for Entrepreneurs, Washington: OFF International, 1815H Street, NW, 11th Floor, Washington DC 20006, USA.
(1994) Manual for Nigerian Small-scale Producers on Exporting for the Alternative Trade Market, Academic Associates, 11a Isaac John Street, GRA, Ikeja, Lagos, Nigeria.
Mercadeo, Artesanias de Colombia/Museo de Artes y Tradiciones Populares, Apartado Aereo 10776, Bogota, Colombia. (One of a series of four manuals in Spanish for training in business management.)
Specialist manuals on packing are included in the ITC and CBI lists. Two others are:
Pedro Pablo Mercado Carrillo, Guia Prica de Envase y Embalaje para Exportacion, Universidad Nacional Auto de Mexico. A very detailed teatment in Spanish.
Packaging of Handicrafts, Kenya External Trade Authority, P.O.Box 43137, Nairobi,
Kenya. Much briefer.
There are many books about management of small businesses. Anyone planning to undertake export marketing should already be competent in this area. Nevertheless, it is worth referring to:
Your Business Success, written by The Business Club in Durham, UK, and published by Department of Trade and Industry Small Firms Division, St Mary's House, Sheffield S1 4PQ, (A series of three booklets which cover the business process: new business, existing small firms, and departmentalised businesses.)