Contingency Factors of Marketing-Mix Standardization
| Author | : Roxana Codita |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 332 |
| Release | : 2011-02-07 |
| ISBN-10 | : 9783834961693 |
| ISBN-13 | : 3834961698 |
| Rating | : 4/5 (698 Downloads) |
Book Synopsis Contingency Factors of Marketing-Mix Standardization by : Roxana Codita
Download or read book Contingency Factors of Marketing-Mix Standardization written by Roxana Codita and published by Springer Science & Business Media. This book was released on 2011-02-07 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.