Working Papers

To Standardize or Not to Standardize: Marketing Mix Effectiveness in Europe

Hubert Gatignon and Piet Vanden Abeele

Jan 1, 1995

Presents a systematic investigation of the marketing standardization question by empirically analyzing the impacts of two key marketing mix elements—price and distribution coverage—for an established consumer convenience product across 13 European countries.

This resource is not available online.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.