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.|
|Corporate Author:||SpringerLink (Online service)|
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