Autor: |
Teidor Lyngdoh, Vaibhav Chawla, G. Sridhar |
Rok vydání: |
2020 |
Předmět: |
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Zdroj: |
Enlightened Marketing in Challenging Times ISBN: 9783030425449 |
DOI: |
10.1007/978-3-030-42545-6_70 |
Popis: |
Starting from a ‘dichotomous’ view i.e. to adapt or standardize in the early 1960s, the debate ended up as a consensus on a ‘continuum’ view in the late 1980s (Jain 1989) and continues to be the preferred approach (Hollender et al. 2017; Lages et al. 2008) even now. Such continuum perspective is based the contingent action required by the marketer after considering the differences in the determinants including market conditions. |
Databáze: |
OpenAIRE |
Externí odkaz: |
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