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| Título : |
Advances in National Brand and Private Label Marketing : Third International Conference, 2016 |
| Tipo de documento: |
documento electrónico |
| Autores: |
SpringerLink (Online service) ; Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Els Gijsbrecht |
| Editorial: |
Cham : Springer International Publishing |
| Fecha de publicación: |
2016 |
| Otro editor: |
Imprint: Springer |
| Colección: |
Springer Proceedings in Business and Economics, ISSN 2198-7246 |
| Número de páginas: |
X, 161 p. 8 illus., 1 illus. in color |
| Il.: |
online resource |
| ISBN/ISSN/DL: |
978-3-319-39946-1 |
| Idioma : |
Inglés (eng) |
| Palabras clave: |
Business Marketing Leadership E-business Electronic commerce E-commerce Industrial psychology and Management Industrial, Organisational Economic Psychology e-Business/e-Commerce Strategy/Leadership |
| Clasificación: |
659 Publicidad y propaganda. Información. Relaciones públicas |
| Resumen: |
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 |
| Nota de contenido: |
Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. |
| En línea: |
http://dx.doi.org/10.1007/978-3-319-39946-1 |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41009 |
Advances in National Brand and Private Label Marketing : Third International Conference, 2016 [documento electrónico] / SpringerLink (Online service) ; Francisco J. Martínez-López ; Juan Carlos Gázquez-Abad ; Els Gijsbrecht . - Cham : Springer International Publishing : Imprint: Springer, 2016 . - X, 161 p. 8 illus., 1 illus. in color : online resource. - ( Springer Proceedings in Business and Economics, ISSN 2198-7246) . ISBN : 978-3-319-39946-1 Idioma : Inglés ( eng)
| Palabras clave: |
Business Marketing Leadership E-business Electronic commerce E-commerce Industrial psychology and Management Industrial, Organisational Economic Psychology e-Business/e-Commerce Strategy/Leadership |
| Clasificación: |
659 Publicidad y propaganda. Información. Relaciones públicas |
| Resumen: |
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 |
| Nota de contenido: |
Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. |
| En línea: |
http://dx.doi.org/10.1007/978-3-319-39946-1 |
| Link: |
https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41009 |
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