Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe
Langue : Allemand
Auteur : Codita Roxana
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.
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
Date de parution : 12-2010
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