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Advances in National Brand and Private Label Marketing : Seventh International Conference, 2020 / / edited by Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans



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Titolo: Advances in National Brand and Private Label Marketing : Seventh International Conference, 2020 / / edited by Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans Visualizza cluster
Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2020
Edizione: 1st ed. 2020.
Descrizione fisica: 1 online resource (xi, 206 pages) : illustrations
Disciplina: 658.827
Soggetto topico: Marketing
Information technology
Business—Data processing
Industrial psychology
IT in Business
Industrial and Organizational Psychology
Persona (resp. second.): Martinez-LopezFrancisco J
Gázquez-AbadJuan Carlos
BreugelmansEls
Nota di bibliografia: Includes bibliographical references and index.
Sommario/riassunto: 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?
Titolo autorizzato: Advances in National Brand and Private Label Marketing  Visualizza cluster
ISBN: 3-030-47764-9
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910399872303321
Lo trovi qui: Univ. Federico II
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Serie: Springer Proceedings in Business and Economics, . 2198-7246