Description
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.
Contingency Factors of Marketing-Mix Standardization – German Consumer Goods Companies in Central and Eastern Europe (pdf)
$5.00
| Author | Roxana Codita |
|---|---|
| Edition | 1 |
| Edition Year | 2011 |
| Format | |
| ISBN | 9783834925961 |
| Language | English |
| Number Of Pages | 312 |
| Publisher | Gabler Verlag |
Additional information
| Author | Roxana Codita |
|---|---|
| Edition | 1 |
| Edition Year | 2011 |
| Format | |
| ISBN | 9783834925961 |
| Language | English |
| Number Of Pages | 312 |
| Publisher | Gabler Verlag |
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