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Advances in National Brand and Private Label Marketing - Seventh International Conference, 2020 (Paperback, 1st ed. 2020)
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Advances in National Brand and Private Label Marketing - Seventh International Conference, 2020 (Paperback, 1st ed. 2020)
Series: Springer Proceedings in Business and Economics
Expected to ship within 10 - 15 working days
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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?
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