Improving marketing strategies for private label products
""This book examines marketing strategies to make private label products more successful"--Provided by publisher"--
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| Format: | eBook |
| Language: | English |
| Published: |
Hershey, PA
IGI Global, Business Science Reference,
[2020]
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| Series: | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
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| Subjects: | |
| Online Access: | EBSCOhost Перейти в каталог НБ ТГУ |
Table of Contents:
- Section 1. Marketing strategies to create successful private label products. Chapter 1. The evolution of private label products in Turkey: what to do next? ; Chapter 2. Improving marketing strategies for private labels of Malvazija Istarska wines ; Chapter 3. Building powerful private label brands in creating effective communication processes: Turkish ironman as case study in scope of linear communication approach ; Chapter 4. Comparing private label brand equity dimensions of the same store: their relationships, similarities, and differences ; Chapter 5. Evaluating the success of the economic and premium private labels in retailers positioned at the opposite ends of the price-quality axis ; Chapter 6. Marketing strategies with private labels during economic recession ; Chapter 7. Handling private label customer complaints to improve customer satisfaction: qualitative evidence from Turkish retailers
- Section 2. Marketing strategies to create positive perceptions of private label products. Chapter 8. Package communication: an investigation on the premiumness of private label product packages in Turkey ; Chapter 9. The effects of private label brand strategies on consumer perception ; Chapter 10. Examination of the relationship between perceived risk for private label products and consumers' personality traits
- Section 3. Marketing strategies to increase private label preferences. Chapter 11. Customer segmentation and factors affecting willingness to order private label brands: an e-grocery shopper's perspective ; Chapter 12. The impact of private label brand personality perception on consumers' buying intentions ; Chapter 13. The effect of consumers' individual factors and perceptions on private label purchase behavior ; Chapter 14. The relationship between sales promotion activities, private label attitudes, and purchase intention.