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Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018 (in English)
Martínez-López, Francisco J. ; Gázquez-Abad, Juan Carlos ; Chernev, Alexander (Author)
·
Springer
· Paperback
Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018 (in English) - Martínez-López, Francisco J. ; Gázquez-Abad, Juan Carlos ; Chernev, Alexander
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Synopsis "Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018 (in English)"
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".
