Advances in National Brand and Private Label Marketing Second International Conference, 2015 /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Martínez-López, Francisco J. (Editor), Gázquez-Abad, Juan Carlos (Editor), Sethuraman, Raj (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Series: Springer Proceedings in Business and Economics,
• Subjects: Business.; Marketing.; Leadership.; E-business.; Electronic commerce.; E-commerce.; Industrial psychology.; Business and Management.; Industrial, Organisational and Economic Psychology.; e-Business/e-Commerce.; Business Strategy/Leadership.

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 nam...

Table of 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.