Titlebook: Contingency Factors of Marketing-Mix Standardization; German Consumer Good Roxana Codita Book 2011 Gabler Verlag | Springer Fachmedien Wies

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Eugenio Mira,Silvia Quaglieri,Roberto Teggi3); performance outcomes of marketing-mix standardization in CEE (Chapter 6.4). The empirical findings are based on a sample of 132 German consumer goods companies, which market their products in at least one of ten EU member states from CEE.

天文臺(tái)

Discussion,3); performance outcomes of marketing-mix standardization in CEE (Chapter 6.4). The empirical findings are based on a sample of 132 German consumer goods companies, which market their products in at least one of ten EU member states from CEE.

態(tài)度暖昧

Book 2011e, 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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Book 2011uct 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 Ge

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Contingency Factors of Marketing-Mix StandardizationGerman Consumer Good

嘲弄

Héctor M. Becerra,Carlos Sagüésby catering to the diversity of local tastes, beliefs, preferences etc. The first implies a standardized marketing strategy, with global products and a global marketing-mix, the second involves adapting both products and the marketing-mix to the local reality.