Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017 / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Kusum L. Ailawadi, María Jesús Yagüe-Guillén

Contributor(s):

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer Proceedings in Business and Economics | SpringerLink Bücher | Springer eBook Collection Business and ManagementPublisher: Cham : Springer, 2017Description: Online-Ressource (XI, 210 p. 15 illus., 6 illus. in color, online resource)ISBN:

9783319597010

Subject(s): Additional physical formats: 9783319597003 | Druckausg.: 978-3-319-59700-3 | Printed edition: 9783319597003 | Erscheint auch als: Advances in national brand and private label marketing. Druck-Ausgabe Cham : Springer, 2017. xi, 210 SeitenDDC classification:

658.8

LOC classification:

HF5410-5417.5

DOI: DOI: 10.1007/978-3-319-59701-0Online resources:

Summary: This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered 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. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book’s chaptersSummary: Part I: Consumer Behavior I -- Part II: Branding -- Part III: Social Media and Online Context -- Part IV: Consumer Behavior II -- Part V: Strategic Issues and Theoretical ResearchPPN: PPN: 1659353866Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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