haku: @author Bolz, J. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Meffert, H. Bolz, J. |
| Otsikko: | Erfolgswirkungen der internationalen Marketingstandardisierung |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:2, p. 99-109 |
| Asiasana: | STANDARDS DISTRIBUTION PRODUCT POLICY |
| Kieli: | ger |
| Tiivistelmä: | The main objective of this article is to analyze the effects of the standardization of marketing programs and processes on company performance. Based on an empirical analysis of durable consumer goods companies in four European countries it can be concluded that the standardization of the product and distribution policy as well as the information system has a positive effect on ROI. Standardizing communication policy as well as planning and personel processes however has a negative effect on ROI. The standardization of pricing policy neither has a positive nor a negative effect on ROI. |
« edellinen | seuraava »
SCIMA