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Advances in National Brand and Private Label Marketing electronic resource Second International Conference, 2015 / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Raj Sethuraman.

Contributor(s): Martínez-López, Francisco J [editor.] | Gázquez-Abad, Juan Carlos [editor.] | Sethuraman, Raj [editor.] | SpringerLink (Online service)Material type: TextTextSeries: Springer Proceedings in Business and EconomicsPublication details: Cham : Springer International Publishing : Imprint: Springer, 2015Description: XI, 211 p. 23 illus., 5 illus. in color. online resourceContent type: text Media type: computer Carrier type: online resourceISBN: 9783319201825Subject(s): business | Marketing | Leadership | E-business | Electronic commerce | E-commerce | Industrial psychology | Business and Management | Marketing | Industrial, Organisational and Economic Psychology | e-Business/e-Commerce | Business Strategy/LeadershipDDC classification: 658.8 LOC classification: HF5410-5417.5Online resources: Click here to access online
Contents:
Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II.
In: Springer eBooksSummary: 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.
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Part I: Consumer Behaviour I -- Part II: Strategic Decisions -- Part III: Branding -- Part IV: Market Trends and Theoretical Research -- Part V: Consumer Behaviour II.

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.

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