By Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Raj Sethuraman
This ebook offers the newest examine and up to date reports within the box of nationwide model and personal label advertising. It covers a variety of issues, together with retailing, advertising, normal company, psychology, economics and data. It addresses various parts of program, reminiscent of model naming and packaging judgements, expense elasticity, positioning, branding, patron motivation, on-line groups, financial situation, techniques in progress and mature inner most labels. The contributions are prepared in line with the next issues: shopper behaviour, strategic judgements, branding, industry developments and theoretical examine. The publication offers a suite of unique, rigorous and appropriate contributions from the 2015 nationwide manufacturers and personal Label advertising and marketing convention in Barcelona.
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Advances in National Brand and Private Label Marketing: Second International Conference, 2015 (Springer Proceedings in Business and Economics) by Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Raj Sethuraman