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. |
|---|---|
| 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.
|
| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |