Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018
Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018 by Francisco J. Martínez-López
English | PDF,EPUB | 2018 | 176 Pages | ISBN : 3319920839 | 5.84 MB
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".