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Advances in National Brand and Private Label Marketing: by Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Kusum

By Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Kusum L. Ailawadi,María Jesús Yagüe-Guillén

This booklet provides the most recent learn on nationwide model and personal label advertising and marketing - a suite of unique, rigorous and hugely proper contributions of the 2017 foreign convention on nationwide model & inner most Label advertising in Barcelona. It covers a variety of subject matters from fields as assorted as retailing, advertising, normal enterprise, psychology, economics and information. additional, the convention addressed varied parts of software, together with: purchase-decision types, top rate inner most labels, judgements curious about introducing new items, M-commerce, inner most label adoption, collection judgements, inner most label pricing, model fairness and collaborative relationships.

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