Contingency Factors of Marketing-Mix Standardization [recurso electrónico] : German Consumer Goods Companies in Central and Eastern Europe / by Roxana Codita.
Tipo de material:
TextoEditor: Wiesbaden : Gabler, 2011Descripción: XXII, 312p. 52 illus. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783834961693Tema(s): Economics | Industrial management | Economics/Management Science | Management/Business for ProfessionalsFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 650 Clasificación LoC:HD28-70Recursos en línea: Libro electrónico
En: Springer eBooksResumen: 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.
| Tipo de ítem | Biblioteca actual | Colección | Signatura | Copia número | Estado | Fecha de vencimiento | Código de barras |
|---|---|---|---|---|---|---|---|
| Libro Electrónico | Biblioteca Electrónica | Colección de Libros Electrónicos | HD28 -70 (Browse shelf(Abre debajo)) | 1 | No para préstamo | 377117-2001 |
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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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