Advances in National Brand and Private Label Marketing - Seventh International Conference, 2020 (Paperback, 1st ed. 2020)

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?

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Series:	Springer Proceedings in Business and Economics
Release date:	May 2020
First published:	2020
Editors:	Francisco J. Martinez-Lopez • Juan Carlos Gazquez-Abad • Els Breugelmans
Dimensions:	235 x 155mm (L x W)
Format:	Paperback
Pages:	178
Edition:	1st ed. 2020
ISBN-13:	978-3-03-047763-9
Categories:	Books > Social sciences > Psychology > Occupational & industrial psychology Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Business & management > Business mathematics & systems > General Promotions
LSN:	3-03-047763-0
Barcode:	9783030477639

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