National Brands and Private Labels in Retailing

First International Symposium NB&PL, Barcelona, June 2014

192 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Reihe: Springer Proceedings in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783319071930
• Sprache: Englisch
• Erscheinungsdatum: 26.06.2014
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez