The book investigates the impact of the antecedent factors on the performance of exporting companies in Malaysia through the mediating influence of marketing mix adaptation. For the relationship between the antecedent factors and the export performance through the mediating influence of the marketing mix, the book explores that the marketing mix does mediate this link in some factors. It discusses the impact of marketing mix strategies on the export performance of Malaysian exporting firms. The book concludes with some recommendations that can be of a great use to the Malaysian exporting firms. Managers, researchers and policy makers may find the book useful.