Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe

Specificaties
Paperback, 312 blz. | Engels
Gabler Verlag | 2011e druk, 2010
ISBN13: 9783834925961
Rubricering
Gabler Verlag 2011e druk, 2010 9783834925961
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9783834925961
Taal:Engels
Bindwijze:paperback
Aantal pagina's:312
Uitgever:Gabler Verlag
Druk:2011

Inhoudsopgave

Marketing-Mix Standardization in Central and Eastern Europe, its Contingency Factors and Performance Implications; Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct; PLS Path Analysis<br>

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        Contingency Factors of Marketing-Mix Standardization