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Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017
Martínez-López, Francisco J. ; Gázquez-Abad, Juan Carlos ; Ailawadi, Kusum L. (Author)
·
Springer
· Paperback
Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017 - Martínez-López, Francisco J. ; Gázquez-Abad, Juan Carlos ; Ailawadi, Kusum L.
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Origin: U.S.A.
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Synopsis "Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017"
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.
