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Advances in National Brand and Private Label Marketing : Third International Conference, 2016, PDF eBook

Advances in National Brand and Private Label Marketing : Third International Conference, 2016 PDF

Edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Gijsbrecht

Part of the Springer Proceedings in Business and Economics series

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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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