National Brands and Private Labels in Retailing : First International Symposium NB&PL, Barcelona, June 2014 (Springer Proceedings in Business and Economics)

Gázquez-Abad, Juan Carlos (EDT)/ Martínez-López, Francisco J. (EDT)/ Esteban-Millat, Irene (EDT)

Springer International Publishing AG（2014/06発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 192 p.
• 言語 ENG
• 商品コード 9783319071930
• DDC分類 658.827

Full 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.

Contents

Strategic Decisions.- Branding.- Consumer Behaviour.- Online Context.- Trends and Theoretical Research.