| 000 | 01968nam a22003855i 4500 | ||
|---|---|---|---|
| 001 | u377117 | ||
| 003 | SIRSI | ||
| 005 | 20160812084446.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 110205s2011 gw | s |||| 0|eng d | ||
| 020 |
_a9783834961693 _9978-3-8349-6169-3 |
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| 040 | _cMX-MeUAM | ||
| 050 | 4 | _aHD28-70 | |
| 082 | 0 | 4 |
_a650 _223 |
| 100 | 1 |
_aCodita, Roxana. _eauthor. |
|
| 245 | 1 | 0 |
_aContingency Factors of Marketing-Mix Standardization _h[recurso electrónico] : _bGerman Consumer Goods Companies in Central and Eastern Europe / _cby Roxana Codita. |
| 264 | 1 |
_aWiesbaden : _bGabler, _c2011. |
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| 300 |
_aXXII, 312p. 52 illus. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 520 | _aThis 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. | ||
| 650 | 0 | _aEconomics. | |
| 650 | 0 | _aIndustrial management. | |
| 650 | 1 | 4 | _aEconomics/Management Science. |
| 650 | 2 | 4 | _aManagement/Business for Professionals. |
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer eBooks | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783834925961 |
| 856 | 4 | 0 |
_zLibro electrónico _uhttp://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-8349-6169-3 |
| 596 | _a19 | ||
| 942 | _cLIBRO_ELEC | ||
| 999 |
_c204997 _d204997 |
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