Marketing Mix Standardisation in International Marketing: An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Co by Tobias Richter

Marketing Mix Standardisation in International Marketing: An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Co

Europäische Hochschulschriften / European University Studies / Publications Universitaires Européenn

Tobias Richter

380 pages • missing pub info (editions)

nonfiction business economics informative medium-paced
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The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of ...

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