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Record Nr. |
UNINA9910298216903321 |
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Titolo |
Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev |
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Pubbl/distr/stampa |
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Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 |
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ISBN |
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Edizione |
[1st ed. 2018.] |
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Descrizione fisica |
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1 online resource (XIII, 176 p. 14 illus., 6 illus. in color.) |
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Collana |
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Springer Proceedings in Business and Economics, , 2198-7254 |
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Disciplina |
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Soggetti |
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Marketing |
Psychology, Industrial |
Electronic commerce |
Retail trade |
Strategic planning |
Leadership |
Work and Organizational Psychology |
E-Business |
Trade and Retail |
Business Strategy and Leadership |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV: Modelling and Theoretical Research. |
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Sommario/riassunto |
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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, |
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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:. |
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