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...
Main Author: | Codita, Roxana. |
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Other Authors: | SpringerLink (Online service) |
Format: | eBook |
Language: | English |
Published: |
Wiesbaden :
Gabler,
2010.
Wiesbaden : 2010. |
Physical Description: |
1 online resource (xxii, 312 pages) : illustrations. |
Series: |
Gabler research. Applied marketing science.
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Subjects: |
CMU Electronic Access
Electronic Resource Click HereLocation | Call Number: | Status |
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CMU Electronic Access | Available |