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Marketing Programme and Process Standardisation

- An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market

af Tobias Richter
Marketing Programme and Process Standardisation af Tobias Richter
Bag om Marketing Programme and Process Standardisation

Through statistical analysis, this title examines which internal and external environmental factors are key in standardising or adapting the particular elements to a certain degree to achieve an impact on performance. It aims at contributing to the international marketing debate based on the experiences of German firms operating in the US market.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783631607824
  • Indbinding:
  • Hardback
  • Sideantal:
  • 199
  • Udgivet:
  • 19. januar 2012
  • Udgave:
  • Størrelse:
  • 217x155x18 mm.
  • Vægt:
  • 396 g.
  • 2-4 uger.
  • 18. december 2024
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Through statistical analysis, this title examines which internal and external environmental factors are key in standardising or adapting the particular elements to a certain degree to achieve an impact on performance. It aims at contributing to the international marketing debate based on the experiences of German firms operating in the US market.

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