| Advances in National Brand and Private Label Marketing: Second International Conference, 2015 2015 Edition Contributor(s): Martínez-López, Francisco J. (Editor), Gázquez-Abad, Juan Carlos (Editor), Sethuraman, Raj (Editor) |
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ISBN: 3319201816 ISBN-13: 9783319201818 Publisher: Springer OUR PRICE: $104.49 Product Type: Paperback - Other Formats Published: June 2015 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Psychology | Industrial & Organizational Psychology - Business & Economics | E-commerce - General (see Also Computers - Electronic Commerce) |
| Dewey: 158.7 |
| Series: Springer Proceedings in Business and Economics |
| Physical Information: 0.47" H x 6.14" W x 9.21" (0.70 lbs) 211 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |
