National Brands and Private Labels in Retailing
First International Symposium NB&PL, Barcelona, June 2014
Business & Finance, Marketing & Sales, Sales & Selling
| Author: | ISBN: | 9783319071947 | |
| Publisher: | Springer International Publishing | Publication: | June 10, 2014 |
| Imprint: | Springer | Language: | English |
| Author: | |
| ISBN: | 9783319071947 |
| Publisher: | Springer International Publishing |
| Publication: | June 10, 2014 |
| Imprint: | Springer |
| Language: | English |
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.
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.
