Advances in National Brand and Private Label Marketing Second International Conference, 2015
Titre:
Advances in National Brand and Private Label Marketing Second International Conference, 2015
ISBN (Numéro international normalisé des livres):
9783319201825
Edition:
1st ed. 2015.
PRODUCTION_INFO:
Cham : Springer International Publishing : Imprint: Springer, 2015.
Description physique:
XI, 211 p. 23 illus., 5 illus. in color. online resource.
Collections:
Springer Proceedings in Business and Economics,
Table des matières:
Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II.
Extrait:
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.
Auteur collectif ajouté:
Accès électronique:
Full Text Available From Springer Nature Business and Economics 2015 Packages
Langue:
Anglais