Advances in National Brand and Private Label Marketing
Eighth International Conference, 2021
(Sprache: Englisch)
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...
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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. Autoren-Porträt
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.
Bibliographische Angaben
- 2021, 1st ed. 2021, XI, 132 Seiten, 12 farbige Abbildungen, Maße: 15,5 x 23,5 cm, Gebunden, Englisch
- Herausgegeben: Francisco J. Martínez-López, Juan Carlos Gázquez-Abad
- Verlag: Springer, Berlin
- ISBN-10: 3030769348
- ISBN-13: 9783030769345
Sprache:
Englisch
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