National Brands and Private Labels in Retailing
First International Symposium NB&PL, Barcelona, June 2014
Paperback
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ISBN-13:
9783319071930
Veröffentl:
2014
Einband:
Paperback
Erscheinungsdatum:
26.06.2014
Seiten:
204
Autor:
Juan Carlos Gázquez-Abad
Gewicht:
318 g
Format:
235x155x12 mm
Serie:
Springer Proceedings in Business and Economics
Sprache:
Englisch
Beschreibung:
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.
Includes supplementary material: sn.pub/extras
Strategic Decisions.- Branding.- Consumer Behaviour.- Online Context.- Trends and Theoretical Research.
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