Книга Consumer Behavior, Branding and Counterfeiting Luiz Moutinho

Consumer Behavior, Branding and Counterfeiting

Автор: Luiz Moutinho, Xuemei Bian
Език: Английски език
Корици: С твърди корици
Наличност: 50% вероятност
Ще претърсим света
148.22 289.89 лв
Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberali...

Информация за книгата

Език
Английски език
Корици
Книга - С твърди корици
Издадена
2010
страници
350
EAN
9789814287036
ISBN
9814287032
Enbook ID
05069855
Теглоt
471

Пълно описание

Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberalisation, the changing nature of society and new competitive structures. Branding has become an increasingly important area of research in marketing as well as a crucial decision-making area in strategic marketing management. Counterfeit-related activities challenge the existing theoretical and methodological framework in many ways, particularly consumer behavior and branding. This book brings together the three areas - counterfeiting, branding and consumer behaviour - within a very robust methodological and statistical modelling framework.

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