Advances in National Brand and Private Label Marketing : Third International Conference, 2016 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
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| Titolo: |
Advances in National Brand and Private Label Marketing : Third International Conference, 2016 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
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| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2016 |
| Edizione: | 1st ed. 2016. |
| Descrizione fisica: | 1 online resource (X, 161 p. 8 illus., 1 illus. in color.) |
| Disciplina: | 658.827 |
| Soggetto topico: | Marketing |
| Industrial psychology | |
| E-business | |
| Electronic commerce | |
| E-commerce | |
| Leadership | |
| Industrial and Organizational Psychology | |
| e-Business/e-Commerce | |
| Business Strategy/Leadership | |
| Persona (resp. second.): | Martínez-LópezFrancisco J |
| Gázquez-AbadJuan Carlos | |
| GijsbrechtEls | |
| Nota di bibliografia: | Includes bibliographical references at the end of each chapters. |
| Nota di contenuto: | Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. . |
| Sommario/riassunto: | This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting 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, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so. |
| Titolo autorizzato: | Advances in National Brand and Private Label Marketing |
| ISBN: | 3-319-39946-2 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910254949903321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Springer Proceedings in Business and Economics, . 2198-7246