1.0 Introduction
Marketing through Commercial Diplomacy is the strategy countries employ to market and position themselves in the outside world, to maximize their national gain in all fields of activity, including trade, investment and other forms of economic beneficial exchanges. It has bilateral, regional and multilateral dimensions each of which is equally important.
Economic Diplomacy has in the past been viewed as a peripheral activity best left to commercial attaches and other specialized institutions and departments. However with globalisation, the building of trade and economic relationships between countries has made the concept of marketing through commercial diplomacy much more relevant. Today, diplomatic services place virtually equal emphasis on political and economic work or relations between countries. Rich countries and developing nations alike consider the mobilization of inward foreign investments (FDI) and export promotion as the essence of advancing interests in foreign countries. As a result countries, have adopted the marketing through commercial diplomacy by employing commercial attaches and opening up commercial diplomatic offices in the targeted countries.
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