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Advances in National Brand and Private Label Marketing

by Juan Carlos Gázquez-Abad, Nicoletta Occhiocupo, José Luis Ruiz-Real

Estimated delivery 3-12 business days

Format Hardcover

Condition Brand New

Description The 2024 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 three-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 customer journey, sustainability, the metaverse, online grocery retailing, assortment branding strategies, innovation, labelling, co-creation, among others. A wide variety of theoretical and methodological approaches have been used in these areas.This volume presents the proceedings of this 2024 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

Details

ISBN 3031691911
ISBN-13 9783031691911
Title Advances in National Brand and Private Label Marketing
Author Juan Carlos Gázquez-Abad, Nicoletta Occhiocupo, José Luis Ruiz-Real
Format Hardcover
Year 2024
Pages 151
Edition 2024th
Publisher Springer International Publishing AG

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