Advances in National Brand and Private Label Marketing

10th International Conference, 2023

152 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.

The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas.

This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

• Reihe: Springer Proceedings in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Marken und Markenkonzepte
• ISBN: 9783031328961
• Sprache: Englisch
• Erscheinungsdatum: 21.05.2024
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens