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...

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Main Author: Codita, Roxana.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler, 2011.
Subjects:
Online Access: http://dx.doi.org/10.1007/978-3-8349-6169-3
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