Advances in National Brand and Private Label Marketing: 10th International Conference, 2023

Gázquez-Abad, Juan Carlos, Martínez-López, Francisco J., Gielens, Katrijn

Advances in National Brand and Private Label Marketing: 10th International Conference, 2023
  • 出版商: Springer
  • 出版日期: 2024-05-21
  • 售價: $6,360
  • 貴賓價: 9.5 折 $6,042
  • 語言: 英文
  • 頁數: 152
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031328965
  • ISBN-13: 9783031328961
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

The 2023 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 two-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 branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas.

This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.


商品描述(中文翻譯)

2023年國際國家品牌與私人品牌行銷研討會是一個獨特的學術論壇，旨在呈現和討論來自世界各地研究人員對零售商、店牌經理和國家品牌經理面臨的行銷問題的原創、嚴謹和重要貢獻。

這個為期兩天的活動涵蓋了各個領域的廣泛主題，包括零售、行銷、一般商業、心理學、經濟學和統計學。會議討論了品牌策略、私人品牌創新、私人品牌消費者、客戶數據庫、Covid-19後果、忠誠計劃、可持續性和網上雜貨零售等多個應用領域。在這些領域中使用了各種理論和方法論。

本卷收錄了這個2023年NB&PL行銷研討會的論文集，其中包含了原創、嚴謹和相關的貢獻。

作者簡介

Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada, Spain.

Katrijn Gielens is a Professor of Marketing and Sarah Graham Kenan Scholar at the Kenan-Flagler Business School, University of North Carolina at Chapel Hill, USA.

作者簡介(中文翻譯)

Juan Carlos Gázquez-Abad 是西班牙阿爾梅里亞大學的市場學教授。
Francisco J. Martínez-López 是西班牙格拉納達大學的企業管理學教授。
Katrijn Gielens 是美國北卡羅來納大學教堂山分校凱南-弗拉格勒商學院的市場學教授和莎拉·格雷厄姆·基南學者。

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