Advances in National Brand and Private Label Marketing
Fourth International Conference, 2017| By: | Author |
| Publisher: | Springer Nature |
| Print ISBN: | 9783319597003 |
| eText ISBN: | 9783319597010 |
| Edition: | 0 |
| Copyright: | 2017 |
| Format: | Page Fidelity |
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This book presents the latest research on national brand and private label marketing - a collection of original, rigorous and highly relevant contributions of the 2017 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 conference addressed 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.