Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe /

• Κύριος συγγραφέας: Codita, Roxana (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Gabler, 2011.
• Θέματα: Business.; Marketing.; Management.; Business and Management.

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. The newly developed measure exhibits satisfactory levels of reliability, fac...