Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017

Martínez-López, Francisco J.; Gázquez-Abad, Juan Carlos; Ailawadi, Kusum L.; Yagüe-Guillén, María Jesús

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.

Details

Published by: Springer

Publication Date: 2017-06-23

Format: Paperback

ISBN-13: 9783319597003

DOI: 10.1007/978-3-319-59701-0

Dimensions: 235.0cm x155.0cm

Pages: 210.0