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Berend Wierenga | Ad Pruyn | Eric Waarts The key to successful Euromarketing
standardization or customization?
Using a framework that incorporates notions from economics and consumer behavior, this paper examines the similarities and differences with respect to consumers and marketing infrastructure in the countries of the European Union. The conclusion is that there are tremendous differences in income levels and income spending patterns among the countries of the European Union and also major differences with respect to consumer values and lifestyles. Furthermore, the distribution and retailing environments...
Non-fictie
Engels | Erasmus Universiteit, Faculteit Bedrijfskunde, Rotterdam | 1990
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