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Advances in national brand and priva...

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Advances in national brand and private label marketingSeventh International Conference, 2020 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Advances in national brand and private label marketingedited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Breugelmans.
Reminder of title:	Seventh International Conference, 2020 /
other author:	Martinez-Lopez, Francisco J.
corporate name:
Published:	Cham :Springer International Publishing :2020.
Description:	xv, 178 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	https://doi.org/10.1007/978-3-030-47764-6
ISBN:	9783030477646$q(electronic bk.)

Advances in national brand and private label marketingSeventh International Conference, 2020 /
Advances in national brand and private label marketingSeventh International Conference, 2020 /[electronic resource] :edited by Francisco J. Martinez-Lopez, Juan Carlos Gazquez-Abad, Els Breugelmans. - Cham :Springer International Publishing :2020. - xv, 178 p. :ill., digital ;24 cm. - Springer proceedings in business and economics,2198-7246. - Springer proceedings in business and economics..

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?

ISBN: 9783030477646$q(electronic bk.)

Standard No.: 10.1007/978-3-030-47764-6doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255

Dewey Class. No.: 658.827

Advances in national brand and private label marketingSeventh International Conference, 2020 /
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