Advances in National Brand and Private Label Marketing

Eighth International Conference, 2021
1. Auflage 2021
ISBN: 978-3-030-76937-6
Verlag: Springer International Publishing

Buch, Englisch, 132 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 236 g

Reihe: Springer Proceedings in Business and Economics

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. 

Zielgruppe

Research

Autoren/Hrsg.

Gázquez-Abad, Juan Carlos

Martínez-López, Francisco J.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Über Autor(innen)

Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.