Advances in National Brand and Private Label Marketing : Seventh International Conference, 2020 / edited by Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
Colaborador(es): Martinez-Lopez, Francisco J | Gázquez Abad, Juan Carlos | Breugelmans, Els | SpringerLink.
Tipo de material:
E-bookSeries (Springer eBooks); (Springer Proceedings in Business and Economics).Editor: Cham : Springer International Publishing, 2020Edición: 1st ed.Descripción: 1 recurso en línea (XV, 178 p.).ISBN: 9783030477646.Tema: Marketing
Clasificación CDD: 658.8 Recursos en línea: Acceso a este recurso digital (usuarios Universidad Europea de Valencia)
Resumen: 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?
| Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Estado | Fecha de vencimiento | Código de barras | Reserva de ítems | |
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LIBRO-E NO PRÉSTAMO
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Valencia Digital Acceso Electrónico (UEV) | Ciencias Sociales | HF5429 .A38 2020 EB (Navegar estantería(Abre debajo)) | Acceso electrónico |
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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