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National Brands and Private Labels in Retailing "First International Symposium NB&PL, Barcelona, June 2014"

National Brands and Private Labels in Retailing "First International Symposium NB&PL, Barcelona, June 2014"

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  • ISBN:9783319071930
  • Editorial: Springer Verlag
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:203
  • Idiomas:Ingles,Inglés

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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.

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