Contingency Factors of Marketing-Mix Standardization German Consumer
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 exh
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GABLER RESEARCH Applied Marketing Science / Angewandte Marketingforschung Editorial Board: Prof. Dr. Dieter Ahlert, Universität Münster Prof. Dr. Andreas Eggert, Universität Paderborn Prof. Dr. Heiner Evanschitzky, Aston University/UK Dr. Josef Hesse, Schäper Sportgerätebau GmbH Prof. Dr. Gopalkrishnan R. Iyer, Florida Atlantic University/USA Prof. Dr. Hartmut H. Holzmüller, Technische Universität Dortmund Prof. Dr. Gustavo Möller-Hergt, Technische Universität Berlin Prof. Dr. Lou Pelton, University of North Texas/USA Prof. Dr. Arun Sharma, University of Miami/USA Prof. Dr. Florian von Wangenheim, Technische Universität München Prof. Dr. David Woisetschläger, Technische Universität Dortmund
The book series ”Applied Marketing Science / Angewandte Marketingforschung“ is designated to the transfer of top-end scientific knowledge to interested practitioners. Books from this series are focused – but not limited – to the field of Marketing Channels, Retailing, Network Relationships, Sales Management, Brand Management, Consumer Marketing and Relationship Marketing / Management. The industrial focus lies primarily on the service industry, consumer goods industry and the textile / apparel industry. The issues in this series are either edited books or monographs. Books are either in German or English language; other languages are possible upon request. Book volumes published in the series ”Applied Marketing Science / Angewandte Marketingforschung“ will primarily be aimed at interested managers, academics and students of marketing. The works will not be written especially for teaching purposes. However, individual volumes may serve as material for marketing courses, upper-level MBA- or Ph.D.-courses in particular.
Roxana Codita
Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe
With a foreword by Prof. Dr. Frank-Martin Belz
RESEARCH
Bibliographic information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de.
Doctoral dissertation, Technische Universität München, 2010
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