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Advances in National Brand and Private Label Marketing = Fifth International Conference, 2018 /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Advances in National Brand and Private Label Marketing/ edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev.
其他題名:	Fifth International Conference, 2018 /
其他作者:	Martínez-López, Francisco J.
面頁冊數:	XIII, 177 p. 14 illus., 6 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-319-92084-9
ISBN:	9783319920849

Advances in National Brand and Private Label Marketing = Fifth International Conference, 2018 /
Advances in National Brand and Private Label MarketingFifth International Conference, 2018 /[electronic resource] :edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev. - 1st ed. 2018. - XIII, 177 p. 14 illus., 6 illus. in color.online resource. - Springer Proceedings in Business and Economics,2198-7246. - Springer Proceedings in Business and Economics,.

Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV: Modelling and Theoretical Research.

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application – such as consumer decision-making, premium private labels, digital transformation, ethical aspects, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of theoretical and methodological approaches. This volume presents the proceedings of this 2018 NB&PL marketing conference in a collection of original and relevant contributions:.

ISBN: 9783319920849

Standard No.: 10.1007/978-3-319-92084-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Advances in National Brand and Private Label Marketing = Fifth International Conference, 2018 /
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