Download or read book Contingency Factors of Marketing-Mix Standardization written by Roxana Codita and published by Springer Science & Business Media. This book was released on 2011-02-07 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.