Titlebook: Advances in National Brand and Private Label Marketing; Sixth International Francisco J. Martínez-López,Juan Carlos Gázquez-Ab Conference

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,Aspects of Return Migrants’ Strategies,ity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in

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Coming of Age in Times of Crisisudies on market orientation, customer experience management and experiential marketing, our work extends the literature by validating a pioneer scale that measures experiential marketing orientation in a holistic manner. Survey data were collected from 171 managers of Spanish shopping centres and re

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