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

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

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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
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.
Διαθέσιμο Online:	Full Text via HEAL-Link

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