Advances in National Brand and Private Label Marketing

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Advances in National Brand and Private Label Marketing is written by Francisco J. Martínez-López and published by Springer. It's available with International Standard Book Number or ISBN identification 3319399462 (ISBN 10) and 9783319399461 (ISBN 13).

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.