Advances in national brand and private label marketing : Second International Conference, 2015
著者
書誌事項
Advances in national brand and private label marketing : Second International Conference, 2015
（Springer proceedings in business and economics）
Springer, c2015
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注記
"The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona"--P. [4] of cover
Include bibliographical references
内容説明・目次
内容説明
This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.
目次
Part I: Consumer Behaviour I.- Part II: Strategic Decisions.- Part III: Branding.- Part IV: Market Trends and Theoretical Research.- Part V: Consumer Behaviour II.
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