National Brands and Private Labels in Retailing: First International Symposium NB&PL, Barcelona, June 2014
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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.
LF/584780783/R
Характеристики
- ФІО Автора
- (eds.)
Francisco J. Martínez-López
Irene Esteban-Millat
Juan Antonio Mondéjar-Jiménez
Juan Carlos Gázquez-Abad - Мова
- Англійська
- Серія
- Springer Proceedings in Business and Economics
- ISBN
- 9783319071947
- Дата виходу
- 2014
