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Dirección de productos y marcas
La marca se ha convertido en un importante activo empresarial. Cualquier empresa que logre acreditar una marca en un mercado sabe que ese "nombre" vale por sí solo más que otros muchos activos más tangibles. Pero la marca es mucho más que un nombre. Tanto la identidad de marca como la imagen de marca definen la capacidad que tiene la empresa de relacionarse con los clientes, y establecen su potencial para crear, mantener y consolidar un capital comercial basado en los consumidores.
PERILAKU KONSUMEN
Perilaku konsumen merupakan aktivitas yang dilakukan oleh konsumen dalam bagaimana memperoleh barang dan jasa, menggunakannya dan tidak memakainya lagi sebagai hasil dari pengaruh faktor-faktor pribadi dan lingkungan, serta kegiatan pemasaran. Perilaku konsumen berpusat pada proses keputusan pembelian. Proses keputusan pembelian yang kompleks terdiri atas lima langkah, yaitu (1) munculnya kebutuhan, (2) mencari informasi, (3) mengevaluasi berbagai alternatif merek produk， (4) memutuskan pembelian, dan (5) evaluasi pascapembelian. Munculnya kebutuhan bisa didorong oleh kebutuhan dan keinginan yang bersifat biogenis (kebutuhan fisik dasar) dan psikogenis (kebutuhan psikologis). Proses pencar...
National Brands and Private Labels in Retailing
This book presents latest findings on brand marketing in retail. In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. Marketing professionals need high value-added and timely responses. Among the topics targeted in this volume are: mix of national brands and private labels in retailers' assortments; assortment decisions in times of economic crisis and eventual recovery; consequences of delisting brands on store-related aspects; delisting manufacturers' brands and the effects on the distribution channel relationship; the new "retailing landscape", with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more.
XXVII Congreso de Marketing. AEMARK 2015. Pamplona
La XXVII edición del Congreso incorpora algunas novedades relevantes que se introducen con el ánimo de que se consoliden en los próximos años. La primera es la introducción del formato póster como nueva alternativa en la presentación de trabajos de investigación. Con ello se pretende ofrecer, de forma paralela a las sesiones, una interacción más personalizada y flexible que se adecúa a los trabajos en curso en general pero más a los que están en sus primeras fases. La segunda gran novedad es la puesta en marcha del doctoral colloquium como preámbulo al Congreso.Desde AEMARK se ha impulsado esta iniciativa para ofrecer a los doctorandos que están en sus primeras etapas un foro ...
Advances in National Brand and Private Label Marketing
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.
Advances in National Brand and Private Label Marketing
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment.
Advances in National Brand and Private Label Marketing
This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume specifically addresses the needs of researchers and students of advanced marketing courses.
