EAN: 9783319920832

SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS ...

This book presents the latest research on national brand and private label marketing - in a
collection of original and highly relevant contributions to the 2018 International Conference
on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from
fields as varied as retailing  marketing  general business  psychology  economics and
statistics. Further  the papers address diverse areas of application  including:
purchase-decision models  premium private labels  decisions involved in introducing new
products  M-commerce  private label adoption  assortment decisions  private label pricing 
brand equity and collaborative relationships. The main theme of the 2018 conference was
Building Strong Brands in the Digital Age.

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