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National Brands and Private Labels in Retailing

National Brands and Private Labels in Retailing

Softcover - 9783319071930
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Beschreibung

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.

First International Symposium NB&PL, Barcelona, June 2014

Details

Verlag Springer International Publishing
Ersterscheinung 26. Juni 2014
Maße 23.5 cm x 15.5 cm
Gewicht 318 Gramm
Format Softcover
ISBN-13 9783319071930
Seiten 192

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