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Advances in National Brand and Private Label Marketing
Údaje o názvu Advances in National Brand and Private Label Marketing [electronic resource] : Fourth International Conference, 2017 / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Kusum L. Ailawadi, María Jesús Yagüe-Guillén. Nakladatel Cham : Springer International Publishing : Imprint: Springer, 2017. Fyz.popis XI, 210 p. 15 illus., 6 illus. in color. online resource. ISBN 9783319597010 Edice Springer Proceedings in Business and Economics, ISSN 2198-7246 Úplný obsah Part I: Consumer Behavior I -- Part II: Branding -- Part III: Social Media and Online Context -- Part IV: Consumer Behavior II -- Part V: Strategic Issues and Theoretical Research. Poznámky k dostupnosti Přístup pouze pro oprávněné uživatele Dal.odpovědnost Martínez-López, Francisco J. Gázquez-Abad, Juan Carlos. Ailawadi, Kusum L. Yagüe-Guillén, María Jesús. Dal.odpovědnost SpringerLink (Online service) Předmět.hesla Business. * Marketing. * Leadership. * E-business. * Electronic commerce. * E-commerce. Forma, žánr elektronické knihy electronic books Země vyd. Německo Jazyk dok. angličtina Druh dok. Elektronické knihy URL Plný text pro studenty a zaměstnance UPOL kniha
This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing – a collection of original, rigorous and highly relevant contributions. The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered 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. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book’s chapters.
Part I: Consumer Behavior I -- Part II: Branding -- Part III: Social Media and Online Context -- Part IV: Consumer Behavior II -- Part V: Strategic Issues and Theoretical Research.
Počet záznamů: 1