The key to successful Euromarketing: Standardization or customization?

Research output: Contribution to journalArticleAcademic

16 Citations (Scopus)
Original languageUndefined/Unknown
Pages (from-to)39-67
Number of pages29
JournalJournal of International Consumer Marketing
Volume8
Issue number3/4
Publication statusPublished - 1996

Bibliographical note

(simultaneously published in L.A. Manrai & A.K. Manrai, 1996)

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