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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 |
Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2018 |
Edizione: | 1st ed. 2018. |
Descrizione fisica: | 1 online resource (XIII, 176 p. 14 illus., 6 illus. in color.) |
Disciplina: | 658.8 |
Soggetto topico: | Marketing |
Industrial psychology | |
E-business | |
Electronic commerce | |
E-commerce | |
Trade | |
Business | |
Commerce | |
Leadership | |
Industrial and Organizational Psychology | |
e-Business/e-Commerce | |
Business Strategy/Leadership | |
Persona (resp. second.): | Martínez-LópezFrancisco J |
Gázquez-AbadJuan Carlos | |
ChernevAlexander | |
Nota di bibliografia: | Includes bibliographical references. |
Nota di contenuto: | Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV: Modelling and Theoretical Research. |
Sommario/riassunto: | 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:. |
Titolo autorizzato: | Advances in National Brand and Private Label Marketing |
ISBN: | 3-319-92084-7 |
Formato: | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione: | Inglese |
Record Nr.: | 9910298216903321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |