Uniformity versus conformity : the standardization issue in international marketing strategy
Saeed Samiee, Constantine S. Ktsikeas, and Marios Theodosiou
| 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 |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003792106