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Advances in national brand and priva...

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Advances in national brand and private label marketingthird International Conference, 2016 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Advances in national brand and private label marketingedited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Gijsbrecht.
Reminder of title:	third International Conference, 2016 /
other author:	Martinez-Lopez, Francisco J.
corporate name:
Published:	Cham :Springer International Publishing :2016.
Description:	x, 161 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	http://dx.doi.org/10.1007/978-3-319-39946-1
ISBN:	9783319399461$q(electronic bk.)

Advances in national brand and private label marketingthird International Conference, 2016 /
Advances in national brand and private label marketingthird International Conference, 2016 /[electronic resource] :edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Gijsbrecht. - Cham :Springer International Publishing :2016. - x, 161 p. :ill., digital ;24 cm. - Springer proceedings in business and economics,2198-7246. - Springer proceedings in business and economics..

Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II.

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.

ISBN: 9783319399461$q(electronic bk.)

Standard No.: 10.1007/978-3-319-39946-1doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .I58 2016

Dewey Class. No.: 658.827

Advances in national brand and private label marketingthird International Conference, 2016 /
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