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



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Titolo: Advances in National Brand and Private Label Marketing : Second International Conference, 2015 / / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman Visualizza cluster
Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2015
Edizione: 1st ed. 2015.
Descrizione fisica: 1 online resource (208 p.)
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
SethuramanRaj
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.
Titolo autorizzato: Advances in National Brand and Private Label Marketing  Visualizza cluster
ISBN: 3-319-20182-4
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910298474303321
Lo trovi qui: Univ. Federico II
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Serie: Springer Proceedings in Business and Economics, . 2198-7246