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This article describes the impact of cultural dimensions on the four marketing mix variables (product, price, distribution, promotion) The cultural dimensions will be treated as independent variables affecting the behaviour of marketing mix variables which are seen as dependent variables. This...
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The paper contains 4 chapters: 1. the organizational culture - an authors vision concerning this definition and this main variables; 2. the competence on the organisational level as the objective of this culture development; the process of learning and skills capitalisation in order to fulfil...
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