Detalles del Título
Detalles del Título

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Título Advances in National Brand and Private Label Marketing: Second International Conference, 2015Libro Electrónico / En Línea - Libro
Parte de Springer eBooks 2015: Colección 2015
Autor(es) Martínez-López, Francisco J (Editor)
Gázquez-Abad, Juan Carlos (Editor)
Sethuraman, Raj (Editor)
Publicación Cham, 2015.
Descripción Fí­sica 1 recurso en línea : online resource
Idioma Ingles;
Series Springer Proceedings in Business and Economics
ISBN 9783319201825
Clasificación(es) 658.8
Materia(s) Business; Leadership; E-business; Electronic commerce; E-commerce; Industrial psychology.; Business and Management.; Marketing; Industrial, Organisational and Economic Psychology; e-Business/e-Commerce.; Business Strategy - Leadership.;
Nota(s) Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II
Resumen This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona
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Número Accesos 1