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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| 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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| 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 |
| Psychology, Industrial | |
| Electronic commerce | |
| Retail trade | |
| Strategic planning | |
| Leadership | |
| Work and Organizational Psychology | |
| E-Business | |
| Trade and Retail | |
| Business Strategy and 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 |
Serie:
Springer Proceedings in Business and Economics, . 2198-7254