Contingency Factors of Marketing-Mix Standardization
ISBN: 9783834961693
Platform/Publisher: SpringerLink / Gabler
Digital rights: Users: unlimited; Printing: unlimited; Download: unlimited
Subjects: Business and Management;

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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