|
|
|
|
| LEADER |
02050nam a22004335i 4500 |
| 001 |
978-3-8349-6169-3 |
| 003 |
DE-He213 |
| 005 |
20151204163831.0 |
| 007 |
cr nn 008mamaa |
| 008 |
110205s2011 gw | s |||| 0|eng d |
| 020 |
|
|
|a 9783834961693
|9 978-3-8349-6169-3
|
| 024 |
7 |
|
|a 10.1007/978-3-8349-6169-3
|2 doi
|
| 040 |
|
|
|d GrThAP
|
| 050 |
|
4 |
|a HF5410-5417.5
|
| 072 |
|
7 |
|a KJS
|2 bicssc
|
| 072 |
|
7 |
|a KJSM
|2 bicssc
|
| 072 |
|
7 |
|a BUS043000
|2 bisacsh
|
| 082 |
0 |
4 |
|a 658.8
|2 23
|
| 100 |
1 |
|
|a Codita, Roxana.
|e author.
|
| 245 |
1 |
0 |
|a Contingency Factors of Marketing-Mix Standardization
|h [electronic resource] :
|b German Consumer Goods Companies in Central and Eastern Europe /
|c by Roxana Codita.
|
| 264 |
|
1 |
|a Wiesbaden :
|b Gabler,
|c 2011.
|
| 300 |
|
|
|a XXII, 312 p. 52 illus.
|b online resource.
|
| 336 |
|
|
|a text
|b txt
|2 rdacontent
|
| 337 |
|
|
|a computer
|b c
|2 rdamedia
|
| 338 |
|
|
|a online resource
|b cr
|2 rdacarrier
|
| 347 |
|
|
|a text file
|b PDF
|2 rda
|
| 520 |
|
|
|a 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, face, convergent and discriminant validity, while further research is required to establish the construct’s nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.
|
| 650 |
|
0 |
|a Business.
|
| 650 |
|
0 |
|a Marketing.
|
| 650 |
|
0 |
|a Management.
|
| 650 |
1 |
4 |
|a Business and Management.
|
| 650 |
2 |
4 |
|a Marketing.
|
| 650 |
2 |
4 |
|a Management.
|
| 710 |
2 |
|
|a SpringerLink (Online service)
|
| 773 |
0 |
|
|t Springer eBooks
|
| 776 |
0 |
8 |
|i Printed edition:
|z 9783834925961
|
| 856 |
4 |
0 |
|u http://dx.doi.org/10.1007/978-3-8349-6169-3
|z Full Text via HEAL-Link
|
| 912 |
|
|
|a ZDB-2-SBE
|
| 950 |
|
|
|a Business and Economics (Springer-11643)
|
