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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.
| Serija: | Springer Proceedings in Business and Economics |
| Leidėjas: | Springer Nature Switzerland |
| Išleidimo metai: | 2014 |
| Knygos puslapių skaičius: | 204 |
| ISBN-10: | 3319071939 |
| ISBN-13: | 9783319071930 |
| Formatas: | 235 x 155 x 12 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „National Brands and Private Labels in Retailing: First International Symposium NB&PL, Barcelona, June 2014“
