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National Brands and Private Labels in Retailing: First International Symposium NB&PL, Barcelona, June 2014.
・ISBN 978-3-319-07193-0 paper EUR 99.99
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| 著者・編者 | Gazquez-Abad, Juan Carlos / Martinez-Lopez, Francisco J. / Esteban-Millat, Irene / Mondejar-Jimenez, Juan Antonio (eds.), |
|---|---|
| シリーズ | (Springer Proceedings in Business and Economics) |
| 出版社 | (Springer International Publishing AG, SZ) |
| 出版年月 | 2014 |
| ページ数 | 192 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A05-29553＞ |
解説
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.