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...
| में प्रकाशित: | Springer eBooks. |
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| मुख्य लेखक: | |
| निगमित लेखक: | |
| स्वरूप: | Electronic Resource |
| भाषा: | English |
| प्रकाशित: |
Wiesbaden
Gabler
c2011.
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| विषय: | |
| ऑनलाइन पहुंच: | Available for University of the Philippines Diliman via SpringerLink. Click here to access |