Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and Its Contingency Factors in the Us Market by Tobias Richter

Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and Its Contingency Factors in the Us Market

Tobias Richter

199 pages • missing pub info (view editions)

nonfiction business economics informative medium-paced
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Description

This study aims at contributing to the international marketing debate by investigating the issue of standardisation based on the experiences of German firms operating in the US market. The sample was chosen on the basis of research indicating that...

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