EAN: 9783319399454

SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS ...

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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