Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017 - Springer Proceedings in Business and Economics (Paperback)Francisco J. Martinez-Lopez (editor), Juan Carlos Gazquez-Abad (editor), Kusum L. Ailawadi (editor), Maria Jesus Yague Guillen (editor)
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This book presents the latest research on national brand and private label marketing - a collection of original, rigorous and highly relevant contributions of the 2017 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships.
Publisher: Springer International Publishing AG
Number of pages: 210
Weight: 349 g
Dimensions: 235 x 155 mm
Edition: 1st ed. 2017
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