Advances in national brand and private label marketing [electronic resource] : second International Conference, 2015 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman, editors.
International Conference on Research on National Brand and Private Label Marketing (2nd : 2015 : Granada, Spain); Martínez-López, Francisco J. (Francisco José), editor.; Gázquez Abad, Juan Carlos, editor.; Sethuraman, Raj, editor.
2015
HF5415.1255
Available Online

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Title Advances in national brand and private label marketing [electronic resource] : second International Conference, 2015 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman, editors.
Meeting Name International Conference on Research on National Brand and Private Label Marketing (2nd : 2015 : Granada, Spain)
ISBN 9783319201825 electronic book
3319201824 electronic book
9783319201818
Published Cham, Switzerland : Springer, [2015]
Language English
Description 1 online resource.
Call Number HF5415.1255
Dewey Decimal Classification 658.827
Summary This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Added Author Martínez-López, Francisco J. (Francisco José), editor.
Gázquez Abad, Juan Carlos, editor.
Sethuraman, Raj, editor.
Series Springer proceedings in business and economics.
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Part I: Consumer Behaviour I
Part II: Strategic Decisions
Part III: Branding
Part IV: Market Trends and Theoretical Research
Part V: Consumer Behaviour II.

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