Advances in National Brand and Private Label Marketing : seventh International Conference, 2020 / Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans, editors.
2020
HF5415.1255 .I5669 2020eb
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Title
Advances in National Brand and Private Label Marketing : seventh International Conference, 2020 / Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans, editors.
Meeting Name
International Conference on Research on National Brand & Private Label Marketing (7th : 2020 : Barcelona, Spain)
ISBN
9783030477646 (electronic book)
3030477649 (electronic book)
3030477630
9783030477639
3030477649 (electronic book)
3030477630
9783030477639
Publication Details
Cham : Springer, 2020.
Language
English
Description
1 online resource
Item Number
10.1007/978-3-030-47
10.1007/978-3-030-47764-6 doi
10.1007/978-3-030-47764-6 doi
Call Number
HF5415.1255 .I5669 2020eb
Dewey Decimal Classification
658.827
Summary
This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). 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. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?
Note
International conference proceedings.
Includes author index.
Includes author index.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Series
Springer proceedings in business and economics.
Available in Other Form
Print version: 9783030477639
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