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Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017

Authors :
Francisco J. Martínez-López
Juan Carlos Gázquez-Abad
Kusum L. Ailawadi
María Jesús Yagüe-Guillén
Francisco J. Martínez-López
Juan Carlos Gázquez-Abad
Kusum L. Ailawadi
María Jesús Yagüe-Guillén
Publication Year :
2017

Abstract

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.

Details

Language :
English
ISBNs :
9783319597003 and 9783319597010
Database :
eBook Index
Journal :
Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017
Publication Type :
eBook
Accession number :
1540267