The key to successful Euromarketing: Standardization or customization?

Research output: Contribution to journal › Article › Academic

18 Citations (Scopus)

Original language	Undefined/Unknown
Pages (from-to)	39-67
Number of pages	29
Journal	Journal of International Consumer Marketing
Volume	8
Issue number	3/4
Publication status	Published - 1996

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

Research programs

@article{8a0852526515430189e9adbc908d0915,

title = "The key to successful Euromarketing: Standardization or customization?",

author = "Berend Wierenga and AThH Pruyn and Eric Waarts",

note = "(simultaneously published in L.A. Manrai \& A.K. Manrai, 1996)",

year = "1996",

language = "Undefined/Unknown",

volume = "8",

pages = "39--67",

journal = "Journal of International Consumer Marketing",

issn = "0896-1530",