Advances in National Brand and Private Label Marketing

Fourth International Conference, 2017

210 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

This book presents the latest research on national brand and private label marketing - a collection of original, rigorous and highly relevant contributions  of the 2017 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships.

• Reihe: Springer Proceedings in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783319597003
• Sprache: Englisch
• Erscheinungsdatum: 23.06.2017
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Kusum L. Ailawadi, María Jesús Yagüe-Guillén