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Marketing Programme and Process Standardisation
- An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market
- Binding:
- Hardback
- Pages:
- 199
- Published:
- January 18, 2012
- Edition:
- Dimensions:
- 217x155x18 mm.
- Weight:
- 396 g.
Delivery:
2-3 weeks
Expected delivery: December 5, 2024
Description of Marketing Programme and Process Standardisation
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.
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