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作者 International Conference on Research on National Brand and Private Label Marketing (4th : 2017 : Barcelona, Spain)
書名 Advances in National Brand and Private Label Marketing : Fourth International Conference, 2017 / edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Kusum L. Ailawadi, Maria Jesus Yague-Guillen
出版項 Cham : Springer International Publishing : Imprint: Springer, 2017
國際標準書號 9783319597010 (electronic bk.)
9783319597003 (paper)
國際標準號碼 10.1007/978-3-319-59701-0 doi
book jacket
說明 1 online resource (xi, 210 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 Behavior I -- Part II: Branding -- Part III: Social Media and Online Context -- Part IV: Consumer Behavior II -- Part V: Strategic Issues and Theoretical Research
This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered 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. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book's chapters
Host Item Springer eBooks
主題 Branding (Marketing) -- Congresses
Business planning -- Congresses
Electronic commerce -- Congresses
Executive coaching -- Congresses
Organizational behavior -- Congresses
Barcelona
Business and Management
Marketing
Industrial and Organizational Psychology
e-Business/e-Commerce
Business Strategy/Leadership
Alt Author Martinez-Lopez, Francisco J., editor
Gazquez-Abad, Juan Carlos, editor
Ailawadi, Kusum L., editor
Yague-Guillen, Maria Jesus, editor
SpringerLink (Online service)
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