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Advances in National Brand and Private Label Marketing
ISBN-13:
9783319201825
Veröffentl:
2015
Seiten:
211
Autor:
Francisco J. Martínez-López
Serie:
Springer Proceedings in Business and Economics
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
Beschreibung:
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.
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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