Advances in National Brand and Private Label Marketing
ebook ∣ Third International Conference, 2016 · Springer Proceedings in Business and Economics
By Francisco J. Martínez-López
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This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.
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