National brands and private labels in retailing : First International Symposium NB & PL, Barcelona, June 2014 / Juan Carlos Gásquez-Apad [and others], editors.
"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 re...
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| Format: | Ebook |
| Language: | English |
| Published: |
Cham :
Springer,
2014.
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| Series: | Springer proceedings in business and economics.
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| Online Access: | Springer eBooks |
| Summary: | "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."--Publisher's website. |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 3319071939 9783319071930 3319071955 9783319071954 3319071947 9783319071947 |