Könyv Consumer Behavior, Branding and Counterfeiting Luiz Moutinho

Consumer Behavior, Branding and Counterfeiting

Nyelv: Angol
Kötés: Kemény kötésű
Elérhetőség: Könyvújdonság
Küldés 31. 05. 2027
61 342 Ft
Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberali...

Információk a könyvről

Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2010
oldal
350
EAN
9789814287036
ISBN
9814287032
Enbook ID
05069855
Súly
471

Teljes leírás

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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