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National Brands and Private Labels in Retailing

First International Symposium NB&PL, Barcelona, June 2014

Produktform: Buch / Einband - flex.(Paperback)

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.weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Sprache(n): Englisch

ISBN: 978-3-319-07193-0 / 978-3319071930 / 9783319071930

Verlag: Springer International Publishing

Erscheinungsdatum: 26.06.2014

Seiten: 192

Auflage: 1

Herausgegeben von Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Irene Esteban-Millat, Juan Antonio Mondéjar-Jiménez

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