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Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe: Applied Marketing Science / Angewandte Marketingforschung

Autor Roxana Codita
en Limba Engleză Paperback – 9 dec 2010

Din seria Applied Marketing Science / Angewandte Marketingforschung

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Specificații

ISBN-13: 9783834925961
ISBN-10: 3834925969
Pagini: 336
Ilustrații: XXII, 312 p. 52 illus.
Dimensiuni: 148 x 210 x 20 mm
Greutate: 0.4 kg
Ediția:2011
Editura: Gabler Verlag
Colecția Gabler Verlag
Seria Applied Marketing Science / Angewandte Marketingforschung

Locul publicării:Wiesbaden, Germany

Public țintă

Research

Notă biografică

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.

Textul de pe ultima copertă

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.