Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe by Roxana CoditaContingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe by Roxana Codita

Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central…

byRoxana Codita

Paperback | December 9, 2010

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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.
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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Title:Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central…Format:PaperbackDimensions:334 pagesPublished:December 9, 2010Publisher:Gabler VerlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834925969

ISBN - 13:9783834925961

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Table of Contents

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