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Advances in National Brand and Private Label Marketing = Second International Conference, 2015 /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Advances in National Brand and Private Label Marketing/ edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman.
Reminder of title:	Second International Conference, 2015 /
other author:	Martínez-López, Francisco J.
Description:	XI, 211 p. 23 illus., 5 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-319-20182-5
ISBN:	9783319201825

Advances in National Brand and Private Label Marketing = Second International Conference, 2015 /
Advances in National Brand and Private Label MarketingSecond International Conference, 2015 /[electronic resource] :edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman. - 1st ed. 2015. - XI, 211 p. 23 illus., 5 illus. in color.online resource. - Springer Proceedings in Business and Economics,2198-7246. - Springer Proceedings in Business and Economics,.

Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II.

This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.

ISBN: 9783319201825

Standard No.: 10.1007/978-3-319-20182-5doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Advances in National Brand and Private Label Marketing = Second International Conference, 2015 /
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