Advances in National Brand and Private Label Marketing

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.

• ISBN: 978-3-319-59700-3
• Editorial: Springer
• Encuadernacion: Rústica
• Fecha Publicación: 20/06/2017
• Nº Volúmenes: 1
• Idioma: Inglés