By Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Raj Sethuraman
This ebook provides the most recent learn and up to date reports within the box of nationwide model and personal label advertising. It covers quite a lot of subject matters, together with retailing, advertising, basic enterprise, psychology, economics and information. It addresses varied parts of software, reminiscent of model naming and packaging judgements, rate elasticity, positioning, branding, client motivation, on-line groups, monetary quandary, innovations in development and mature inner most labels. The contributions are geared up in response to the next topics: shopper behaviour, strategic judgements, branding, industry traits and theoretical learn. The booklet provides a set of unique, rigorous and suitable contributions from the 2015 nationwide manufacturers and personal Label advertising 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