ENGLISH

National Brands and Private Labels in Retailing: First International Symposium NB&PL, Barcelona, June 2014

By Francisco J. Martínez-López , Juan Carlos Gázquez-Abad , Irene Esteban-Millat , Juan Antonio Mondéjar-Jiménez (eds.)

Book information

Publisher
Springer International Publishing
Year
2014
ISBN
978-3-319-07193-0, 978-3-319-07194-7
DOI
10.1007/978-3-319-07194-7
Language
english
Format
PDF
Filesize
3 MB (3281503 bytes)
Series
Springer Proceedings in Business and Economics
Edition
1
Pages
192\190
Time added
2014-11-10 20:00:00
Marketing; Sales/Distribution/Call Center/Customer

Description

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.

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