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Contingency Factors of Marketing-Mix Standardization

Contingency Factors of Marketing-Mix Standardization

Roxana Codita

121,40 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2010
Materia
Ventas y marketing
ISBN:
9783834925961
121,40 €
IVA incluido
Disponible

Selecciona una librería:

  • Librería Samer Atenea
  • Kálamo Books
  • Librería Elías (Asturias)
  • Librería Kolima (Madrid)
  • Librería Proteo (Málaga)
Sobre IBD

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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