Contingency factors of marketing-mix standardization

German Consumer Goods Companies in Central and Eastern Europe

Autori

• Roxana Codita

Parametri

• Libri di testo
• Libri di testo universitari

Maggiori informazioni sul libro

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.

Lingua: Inglese

Pubblicato: 2011

(In brossura)