-
Roxana Codita (auth.)
Click on cover to enlarge.
Buy This Book
From Amazon.
7 - 8Hours to read
دانلود کتاب Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe
by Roxana Codita (auth.)|
|
عنوان فارسی: فاکتورهای احتمالی بازاریابی مخلوط استاندارد: آلمانی کالاهای مصرفی شرکت در مرکز و شرق اروپا |
دانلود کتاب
جزییات کتاب
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.
کتاب های مرتبط
این کتاب رو مطالعه کردید؟ نظر شما چیست؟
برای ارسال نظر، لطفا وارد شوید.
نظر دهید
نظرات (0)
هنوز نظری داده نشده است. شما اولین باشید!
