Detalles del Título
Detalles del Título

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Título Advances in National Brand and Private Label Marketing: Third International Conference, 2016Libro Electrónico / En Línea - Libro
Parte de Springer eBooks 2016: Colección 2016
Autor(es) Martínez-López, Francisco J (Editor)
Gázquez-Abad, Juan Carlos (Editor)
Gijsbrecht, Els (Editor)
Publicación Cham, 2016.
Descripción Fí­sica 1 recurso en línea
Idioma Ingles;
Series Springer Proceedings in Business and Economics
ISBN 9783319399461
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: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II
Resumen This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so
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