The problem with standardizing international market research : a case study from B2B service
Year of publication: |
2014
|
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Authors: | Khan, M. Sajid ; Naumann, Earl ; Haverila, Matti J. |
Published in: |
Australasian marketing journal. - Oxford [u.a.] : Elsevier, ISSN 1320-1646, ZDB-ID 2194257-2. - Vol. 22.2014, 2, p. 84-92
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Subject: | Cross-equivalence | Cross-cultural research | Customer satisfaction | Standardization versus adaption | Kundenzufriedenheit | Internationales Marketing | International marketing | Marktforschung | Market research | Standardisierung | Standardization | Lieferantenmanagement | Supplier relationship management | B-to-B-Marketing | Business-to-business marketing |
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