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Contingency Factors of Marketing-Mix Standardization - neues Buch
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Contingency Factors of Marketing-Mix Standardization - neues Buch
2011, ISBN: 9783834961693
German Consumer Goods Companies in Central and Eastern Europe, eBooks, eBook Download (PDF), 2011, [PU: Betriebswirtschaftlicher Verlag Gabler], Betriebswirtschaftlicher Verlag Gabler, 2011
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Contingency Factors of Marketing-Mix Standardization - Erstausgabe
2011, ISBN: 9783834961693
German Consumer Goods Companies in Central and Eastern Europe, eBooks, eBook Download (PDF), Auflage, [PU: Gabler Verlag], [ED: 1], Gabler Verlag, 2011
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ISBN: 9783834961693
Contingency Factors of Marketing-Mix Standardization - German Consumer Goods Companies in Central and Eastern Europe: ab 85.49 € Medien > Bücher > E-books
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Contingency Factors of Marketing-Mix Standardization - neues Buch
ISBN: 9783834961693
Contingency Factors of Marketing-Mix Standardization ab 85.49 € als pdf eBook: German Consumer Goods Companies in Central and Eastern Europe. Aus dem Bereich: eBooks, Wirtschaft, Medien >… Mehr…
Roxana Codita:
Contingency Factors of Marketing-Mix Standardization - neues BuchISBN: 9783834961693
Contingency Factors of Marketing-Mix Standardization - German Consumer Goods Companies in Central and Eastern Europe: ab 53.49 € eBooks > Wirtschaft Gabler Betriebswirt.-Vlg eBook als pdf… Mehr…
Contingency Factors of Marketing-Mix Standardization - neues Buch
2011
ISBN: 9783834961693
German Consumer Goods Companies in Central and Eastern Europe, eBooks, eBook Download (PDF), 2011, [PU: Betriebswirtschaftlicher Verlag Gabler], Betriebswirtschaftlicher Verlag Gabler, 2011
Contingency Factors of Marketing-Mix Standardization - Erstausgabe
2011, ISBN: 9783834961693
German Consumer Goods Companies in Central and Eastern Europe, eBooks, eBook Download (PDF), Auflage, [PU: Gabler Verlag], [ED: 1], Gabler Verlag, 2011
ISBN: 9783834961693
Contingency Factors of Marketing-Mix Standardization - German Consumer Goods Companies in Central and Eastern Europe: ab 85.49 € Medien > Bücher > E-books
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Detailangaben zum Buch - Contingency Factors of Marketing-Mix Standardization
EAN (ISBN-13): 9783834961693
Erscheinungsjahr: 2011
Herausgeber: Gabler Verlag
Buch in der Datenbank seit 2007-07-27T03:16:23+02:00 (Vienna)
Detailseite zuletzt geändert am 2024-03-27T11:20:20+01:00 (Vienna)
ISBN/EAN: 9783834961693
ISBN - alternative Schreibweisen:
978-3-8349-6169-3
Alternative Schreibweisen und verwandte Suchbegriffe:
Autor des Buches: roxan, rox
Titel des Buches: europe central, mix
Daten vom Verlag:
Autor/in: Roxana Codita
Titel: Applied Marketing Science/Angewandte Marketingforschung; Contingency Factors of Marketing-Mix Standardization - German Consumer Goods Companies in Central and Eastern Europe
Verlag: Gabler Verlag; Betriebswirtschaftlicher Verlag Gabler
312 Seiten
Erscheinungsjahr: 2011-02-07
Wiesbaden; DE
Sprache: Englisch
53,49 € (DE)
55,00 € (AT)
59,00 CHF (CH)
Available
XXII, 312 p. 52 illus.
EA; E107; eBook; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Verstehen; Construct Conceptualization and Operationalization; Formative Measurement; Industrial Organization Theory; Resource-Based View; Wirtschaftswissenschaft; C; Marketing; Management; Marketing; Management; Business and Management; Management und Managementtechniken; BC
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. The newly developed measure exhibits satisfactory levels of reliability, face, convergent and discriminant validity, while further research is required to establish the construct’s nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.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. The newly developed measure exhibits satisfactory levels of reliability, face, convergent and discriminant validity, while further research is required to establish the construct’s nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.
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