Advances in National Brand and Private Label Marketing: Third International Conference, 2016

Martínez-López, Francisco J.; Gázquez-Abad, Juan Carlos; Gijsbrecht, Els

This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.

Details

Published by: Springer

Publication Date: 2016-06-07

Format: Paperback

ISBN-13: 9783319399454

DOI: 10.1007/978-3-319-39946-1

Dimensions: 235.0cm x155.0cm

Pages: 161.0