Advances in National Brand and Private Label Marketing

Ninth International Conference, 2022
1. Auflage 2022
ISBN: 978-3-031-06583-5
Verlag: Springer International Publishing

Buch, Englisch, 202 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 335 g

Reihe: Springer Proceedings in Business and Economics

This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume specifically addresses the needs of researchers and students of advanced marketing courses.

Zielgruppe

Research

Autoren/Hrsg.

Martínez-López, Francisco J.

Ieva, Marco

Gázquez-Abad, Juan Carlos

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie

Über Autor(innen)

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.
Marco Ieva is Assistant Professor of CRM and Marketing at the University of Parma, Italy.