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Advances in National Brand and Private Label Marketing: Second International Conference, 2015

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.

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Detail Information
Series Title
Springer Proceedings in Business and Economics
Call Number
658.8 ADV a
Publisher
Cham, Switzerland : Springer Cham.,
Collation
XI, 211
Language
English
ISBN/ISSN
978-3-319-20182-5
Classification
658.8
Content Type
text
Media Type
computer
Carrier Type
online resource
Edition
Ed. 1
Subject(s)
Marketing
Business Strategy and Leadership
Specific Detail Info
-
Statement of Responsibility
Other Information
Cataloger
umi
Source
https://link.springer.com/content/pdf/10.1007/978-3-319-20182-5.pdf?pdf=button
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