Details
Advances in National Brand and Private Label Marketing
Eighth International Conference, 2021Springer Proceedings in Business and Economics
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149,79 € |
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| Verlag: | Springer |
| Format: | |
| Veröffentl.: | 16.05.2021 |
| ISBN/EAN: | 9783030769352 |
| Sprache: | englisch |
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Beschreibungen
<p>This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. </p><div><br></div>
<div><div>Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.<br></div><div><br></div><div>Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.</div></div>
<div>This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. </div>
Features latest research insights on topics related to retailing, private label, or national brand issues Shows how the retail landscape can adopt to rapid digital transformation Includes interdisciplinary contributions from a wide variety of areas
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