Marketing programme and process standardisation: an empirical investigation of marketing standardisation and its contingency factors in the us market
Auteur :
Richter, Tobias
Éditeur :
Peter Lang AG
ISBN :
9783631607824
Date de publication :
19 janv. 2012
Dimensions :
21,0 x 14,8 cm
Poids :
390 g
Langue :
Anglais
Pays d'origine :
Suisse
Through statistical analysis, this title examines which internal and external environmental factors are key in standardising or adapting the particular elements to a certain degree to achieve an impact on performance. It aims at contributing to the international marketing debate based on the experiences of German firms operating in the US market.