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Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market Tobias Richter New edition
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Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market
Tobias Richter
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.
199 pages
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 19 de enero de 2012 |
| ISBN13 | 9783631607824 |
| Editores | Peter Lang AG |
| Páginas | 199 |
| Dimensiones | 217 × 155 × 18 mm · 403 g |
| Lengua | Inglés |
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