National brands and private labels in retailing : first international Symposium NB&PL, Barcelona, June 2014
Author(s)
Bibliographic Information
National brands and private labels in retailing : first international Symposium NB&PL, Barcelona, June 2014
（Springer proceedings in business and economics）
Springer, c2014
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Note
Includes bibliographical references
Description and Table of Contents
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.
Table of Contents
Strategic Decisions.- Branding.- Consumer Behaviour.- Online Context.- Trends and Theoretical Research.
by "Nielsen BookData"
