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Image for Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe
Preview with VLeBooks

Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe (2011.)

Codita, Roxana
Part of the Applied Marketing Science / Angewandte Marketingforschung series
See all formats and editions

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.

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£44.99
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Product Details
Gabler Verlag
3834961698 / 9783834961693
eBook (Adobe Pdf)
658.8
07/02/2011
English
277 pages
Copy: 10%; print: 10%
KJM Management & management techniques, KJS Sales & marketing
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