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National Brands and Private Labels in Retailing
First International Symposium NB&PL, Barcelona, June 2014
eBook
Sofort lieferbar | Lieferzeit: Sofort lieferbar I
ISBN-13:
9783319071947
Veröffentl:
2014
Einband:
eBook
Seiten:
192
Autor:
Juan Carlos Gázquez-Abad
Serie:
Springer Proceedings in Business and Economics
eBook Typ:
PDF
eBook Format:
Reflowable eBook
Kopierschutz:
Digital Watermark [Social-DRM]
Sprache:
Englisch
Beschreibung:
This book presents latest findings on brand marketing in retail. In times of economic downturn a "e;new retailing landscape"e; 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 "e;retailing landscape"e;, with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more.
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.
Strategic Decisions.- Branding.- Consumer Behaviour.- Online Context.- Trends and Theoretical Research.