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Advances in National Brand and Private Label Marketing: 10th International Conference, 2023 de Juan Carlos Gázquez-Abad

Advances in National Brand and Private Label Marketing: 10th International Conference, 2023: Springer Proceedings in Business and Economics

Editat de Juan Carlos Gázquez-Abad, Francisco J Martínez-López, Katrijn Gielens
en Limba Engleză Hardback – 20 mai 2023
The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.
The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas.
This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.
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Specificații

ISBN-13: 9783031328930
ISBN-10: 3031328930
Pagini: 152
Ilustrații: X, 152 p. 18 illus., 11 illus. in color.
Dimensiuni: 155 x 235 mm
Greutate: 0.41 kg
Ediția:2023
Editura: Springer Nature Switzerland
Colecția Springer
Seria Springer Proceedings in Business and Economics

Locul publicării:Cham, Switzerland

Notă biografică

Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.
Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada, Spain.
Katrijn Gielens is a Professor of Marketing and Sarah Graham Kenan Scholar at the Kenan–Flagler Business School, University of North Carolina at Chapel Hill, USA.

Textul de pe ultima copertă

The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.
The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas.
This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

Caracteristici

Features latest research insights on topics related to retailing, private label, and national brand issues Includes interdisciplinary contributions from a wide variety of areas Discusses challenges to national brand strategies and their solutions