Advances in National Brand and Private Label Marketing

Fifth International Conference, 2018

177 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

This book presents the latest research on national brand and private label marketing – in a collection of original and highly relevant contributions to the 2018 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 papers address 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. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age". 

• Reihe: Springer Proceedings in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783319920832
• Sprache: Englisch
• Erscheinungsdatum: 30.05.2018
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev