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Advances in National Brand and Private Label Marketing : Sixth International Conference, 2019.
・ISBN 978-3-030-18910-5 paper EUR 99.99
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| 著者・編者 | Martinez-Lopez, Francisco J. / Gazquez-Abad, J. C. / Roggeveen, A. (eds.), |
|---|---|
| シリーズ | Springer Proceedings in Business and Economics |
| 出版社 | (Springer, GW) |
| 出版年月 | 2019 |
| ページ数 | 206 pp. |
| 言語 | ENG |
| ニュース番号 | ＜652-L1122 652-P2283＞ |
解説
The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches.