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Contingency Factors of Marketing-Mix Standardization

- German Consumer Goods Companies in Central and Eastern Europe

af Roxana Codita

indgår i Applied Marketing Science/Angewandte Marketingforschung serien

Contingency Factors of Marketing-Mix Standardization af Roxana Codita
Bag om Contingency Factors of Marketing-Mix Standardization

This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783834925961
  • Indbinding:
  • Paperback
  • Sideantal:
  • 312
  • Udgivet:
  • 9. december 2010
  • Udgave:
  • 2011
  • Størrelse:
  • 210x148x17 mm.
  • Vægt:
  • 403 g.
Leveringstid: 8-11 hverdage
Forventet levering: 26. november 2024

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This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.

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