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Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe (Applied Marketing Science / Angewandte Marketingforschung)

Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe (Applied Marketing Science / Angewandte Marketingforschung)

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  • ISBN-13: 9783834925961
  • Publisher: Gabler Verlag
  • Release Date: Dec 09, 2010
  • Edition: 2011
  • Pages: 312 pages
  • Dimensions: 0.76 x 8.39 x 5.79 inches

Overview

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.

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