The roles of government and the private sector in export marketing tend to fall between two extremes. At one extreme, the private sector operates in a totally free environment, unimpeded by government; at the other, government owns the means of production and controls the export function. This paper examines a hybrid arrangement in which the government does what it can do best and the private sector does likewise. With emphasis on Jamaica, but using examples from other countries, 12 marketing strategies are highlighted that effectively enhance exporting. An analysis summarizes the interrelationship between public and private sectors in a framework whose dynamic comprises marketing strategies, public policy, private enterprise, specific examples and generalizations.
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