Advances in national brand and private label marketing fifth international conference, 2018
The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....
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| Weitere Verfasser: | , , |
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Cham
Springer International Publishing
2018
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| Schriftenreihe: | Springer Proceedings in Business and Economics
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| Schlagworte: | |
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Tag hinzufügen | Zusammenfassung: | The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application - such as consumer decision-making, premium private labels, digital transformation, ethical aspects, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding - using a wide variety of theoretical and methodological approaches. This volume presents the proceedings of this 2018 NB&PL marketing conference in a collection of original and relevant contributions Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV: Modelling and Theoretical Research |
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| Beschreibung: | Includes bibliographical references |
| Beschreibung: | xiii, 176 Seiten Illustrationen |
| ISBN: | 9783319920832 978-3-319-92083-2 |