Advances in national brand and private label marketing: third International Conference, 2016
Object category:
Elektronische Ressource
Person/Institution:
Publisher:
Springer International Publishing
Place of publication:
Cham
Date:
2016
Extent, illustration, format:
1 Online-Ressource (X, 161 pages) Ill.
Language:
Englisch
Providing institution:
Additional information
Abstract:
This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so
Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II
Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II
Object text:
edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht
Description based upon print version of record
Springer eBook Collection. Business and Management
Description based upon print version of record
Springer eBook Collection. Business and Management
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Contact
Universität Erfurt
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
Administrative details
Created:
2023-04-12
Last changed:
2022-07-02
Added to portal:
2023-04-12
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