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作者 International Conference on Research on National Brand & Private Label Marketing (3rd : 2016 : Barcelona, Spain)
書名 Advances in national brand and private label marketing : third International Conference, 2016 / edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Gijsbrecht
出版項 Cham : Springer International Publishing : Imprint: Springer, 2016
國際標準書號 9783319399461 (electronic bk.)
9783319399454 (paper)
國際標準號碼 10.1007/978-3-319-39946-1 doi
book jacket
說明 1 online resource (x, 161 pages) : illustrations, digital ; 24 cm
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
系列 Springer proceedings in business and economics, 2198-7246
Springer proceedings in business and economics
附註 Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II
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
Host Item Springer eBooks
主題 Branding (Marketing) -- Congresses
Business and Management
Marketing
Industrial, Organisational and Economic Psychology
e-Business/e-Commerce
Business Strategy/Leadership
Alt Author Martinez-Lopez, Francisco J., editor
Gazquez-Abad, Juan Carlos, editor
Gijsbrecht, Els, editor
SpringerLink (Online service)
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