Advances in National Brand and Private Label Marketing : Second International Conference, 2015 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman

• Record Nr.: UNINA9910298474303321
• Pubbl/distr/stampa: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2015
• ISBN: 3-319-20182-4
• Edizione: [1st ed. 2015.]
• Descrizione fisica: 1 online resource (208 p.)
• Collana: Springer Proceedings in Business and Economics, , 2198-7246
• Disciplina: 658.827
• Soggetti: Marketing; Industrial psychology; E-business; Electronic commerce; E-commerce; Leadership; Industrial and Organizational Psychology; e-Business/e-Commerce; Business Strategy/Leadership
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references at the end of each chapters.
• Nota di contenuto: Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II.
• Sommario/riassunto: 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.