Kniha Consumer Behavior, Branding and Counterfeiting Luiz Moutinho

Consumer Behavior, Branding and Counterfeiting

Jazyk: Angličtina
Vazba: Pevná
Dostupnost: 50 % šance
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Counterfeiting, which has emerged as a recent global phenomenon, has arisen due to economic liberali...

Informace o knize

Jazyk
Angličtina
Vazba
Kniha - Pevná
Vydáno
2010
Stránek
350
EAN
9789814287036
ISBN
9814287032
Enbook ID
05069855
Hmotnost
471

Kompletní popis

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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