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商品詳細
Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018.
・ISBN 978-3-319-92083-2 paper EUR 99.99
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| 著者・編者 | Martínez-López, Francisco J. / Gázquez-Abad, J. C. / Chernev, A. (eds.), |
|---|---|
| シリーズ | Springer Proceedings in Business and Economics |
| 出版社 | (Springer, GW) |
| 出版年月 | 2018 |
| ページ数 | 177 pp. |
| 言語 | ENG |
| ニュース番号 | ＜647-L857 647-P1914＞ |
解説
This book presents the latest research on national brand and private label marketing - in a collection of original and highly relevant contributions to the 2018 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 papers address 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. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age".