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Contingency Factors of Marketing-Mix Standardization
Roxana Codita
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Description for Contingency Factors of Marketing-Mix Standardization
Paperback. 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. Series: Applied Marketing Science/Angewandte Marketingforschung. Num Pages: 334 pages, 52 black & white illustrations, 46 black & white tables, biography. BIC Classification: KJM; KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 17. Weight in Grams: 403.
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.
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.
Product Details
Format
Paperback
Publication date
2010
Publisher
Springer Fachmedien Wiesbaden Germany
Number of pages
334
Condition
New
Series
Applied Marketing Science/Angewandte Marketingforschung
Number of Pages
312
Place of Publication
Wiesbaden, Germany
ISBN
9783834925961
SKU
V9783834925961
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Roxana Codita
Dr. Roxana Codita wrote her dissertation under the supervision of Univ.- Prof. Dr. Frank-Martin Belz at the Chair of Brewery and Food Industry Management, Technische Universität München, where she continues to work as a researcher.
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