Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market - Tobias Richter - Books - Peter Lang AG - 9783631607824 - January 19, 2012
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Tobias Richter
Marketing Programme and Process Standardisation: An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market New edition

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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

Media Books     Hardcover Book   (Book with hard spine and cover)
Released January 19, 2012
ISBN13 9783631607824
Publishers Peter Lang AG
Pages 199
Dimensions 217 × 155 × 18 mm   ·   403 g
Language English  

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