National Brands and Private Labels in Retailing : First International Symposium NB&PL, Barcelona, June 2014 Paperback / softback
Edited by Juan Carlos Gazquez-Abad, Francisco J. Martinez-Lopez, Irene Esteban-Millat, Juan Antonio Mondejar-Jimenez
Part of the Springer Proceedings in Business and Economics series
This book presents latest findings on brand marketing in retail.
In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies.
Marketing professionals need high value-added and timely responses.
Among the topics targeted in this volume are: mix of national brands and private labels in retailers' assortments; assortment decisions in times of economic crisis and eventual recovery; consequences of delisting brands on store-related aspects; delisting manufacturers' brands and the effects on the distribution channel relationship; the new "retailing landscape", with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more.
- Format: Paperback / softback
- Pages: 192 pages, 14 Illustrations, black and white; XI, 192 p. 14 illus.
- Publisher: Springer International Publishing AG
- Publication Date: 11/06/2014
- Category: Sales & marketing
- ISBN: 9783319071930