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Advances in national brand and private label marketing: third International Conference, 2016

Objektkategorie:
Elektronische Ressource
Person/Institution:
Martínez-López, Francisco J.
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Gázquez-Abad, Juan Carlos
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Gijsbrecht, Els
Verlag:
Springer International Publishing
Veröffentlichungsort:
Cham
Entstehungszeit:
2016
Umfang, Illustration, Format:
1 Online-Ressource (X, 161 pages) Ill.
Sprache:
Englisch
Bereitstellende Institution:
Forschungsbibliothek Gotha
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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
Objekttext:
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

Zugriff und Nutzungsmöglichkeiten

Universität Erfurt
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
Datensatz angelegt am:
2023-04-12
Zuletzt geändert am:
2022-07-02
In Portal übernommen am:
2023-04-12