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Advances in national brand and priva...

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Advances in national brand and private label marketingSixth International Conference, 2019 /

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, Anne Roggeveen.
Reminder of title:	Sixth International Conference, 2019 /
other author:	Martinez-Lopez, Francisco J.
corporate name:
Published:	Cham :Springer International Publishing :2019.
Description:	xi, 206 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	https://doi.org/10.1007/978-3-030-18911-2
ISBN:	9783030189112$q(electronic bk.)

Advances in national brand and private label marketingSixth International Conference, 2019 /
Advances in national brand and private label marketingSixth International Conference, 2019 /[electronic resource] :edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Anne Roggeveen. - Cham :Springer International Publishing :2019. - xi, 206 p. :ill., digital ;24 cm. - Springer proceedings in business and economics,2198-7246. - Springer proceedings in business and economics..

Part I: Strategic Issues and Theoretical Research -- Part II: Consumer Behaviour -- Part III: Online Context and Digital Transformation.

The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. 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 innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches.

ISBN: 9783030189112$q(electronic bk.)

Standard No.: 10.1007/978-3-030-18911-2doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Advances in national brand and private label marketingSixth International Conference, 2019 /
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520 $a The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. 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 innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches.
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