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020 _a9783031328947
024 7 _a10.1007/978-3-031-32894-7
_2doi
040 _aES-VaUEC
_bspa
_cES-VaUEC
_dES-VaUE
050 0 4 _aHF5415.1255
_b2023 EB
245 1 0 _aAdvances in National Brand and Private Label Marketing:
_b10th International Conference, 2023
_cedited by Juan Carlos Gázquez-Abad, Francisco J Martínez-López, Katrijn Gielens
250 _a1st ed 2023
264 1 _aCham
_c2023
_bSpringer International Publishing
300 0 0 _a1 recurso en línea
336 _atexto
_btxt
_2rdacontent
337 _aelectrónico
_bc
_2rdamedia
338 _arecurso electrónico
_bcr
_2rdacarrier
490 0 _aSpringer Proceedings in Business and Economics,
_x2198-7254
520 _aThe 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.
988 _aSpringer_Business_2023
650 7 _2embne
_929129
_aGestión de marketing
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-32894-7
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db