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Record Nr. |
UNINA9910337798103321 |
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Titolo |
Advances in National Brand and Private Label Marketing : Sixth International Conference, 2019 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Anne Roggeveen |
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Pubbl/distr/stampa |
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Cham : , : Springer International Publishing : , : Imprint : Springer, , 2019 |
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ISBN |
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Edizione |
[1st ed. 2019.] |
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Descrizione fisica |
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1 online resource (214 pages) |
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Collana |
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Springer Proceedings in Business and Economics, , 2198-7246 |
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Disciplina |
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Soggetti |
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Marketing |
Industrial psychology |
E-business |
Electronic commerce |
E-commerce |
Trade |
Business |
Commerce |
Leadership |
Industrial and Organizational Psychology |
e-Business/e-Commerce |
Business Strategy/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 contenuto |
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Part I: Strategic Issues and Theoretical Research -- Part II: Consumer Behaviour -- Part III: Online Context and Digital Transformation. |
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Sommario/riassunto |
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The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. |
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Further, it addressed diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches. . |
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