Uniformity versus conformity : the standardization issue in international marketing strategy
Year of publication: |
2009
|
---|---|
Authors: | Samiee, Saeed ; Ktsikeas, Constantine S. ; Theodosiou, Marios |
Published in: |
The SAGE handbook of international marketing. - Los Angeles [u.a.] : SAGE, ISBN 1-4129-3428-1. - 2009, p. 303-321
|
Subject: | Internationales Marketing | International marketing | Internationale Marktsegmentierung | International market segmentation | Kontingenztheorie | Contingency theory | Theorie | Theory |
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