Advances in National Brand and Private Label Marketing
Fourth International Conference, 2017
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Beschreibung
This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing – a collection of original, rigorous and highly relevant contributions.
The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing.
This year, the three-day event covered 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. Lastly, a wide variety of theoretical and methodological approaches werealso presented, as is reflected in many of the book’s chapters.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.
Presents the latest research findings on national brand and private label marketing Includes interdisciplinary contributions from a wide variety of areas Highlights consumer behaviour after the global crisis
Autor*in
Francisco J. Martínez-López
Themen in »Advances in National Brand and Private Label Marketing«
assortment decision brand manufacturer brand strategy consumer preference private label portfolio private label pricing