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020 _a9783030477646
040 _dUNAV
_bspa
_cUEV
050 _aHF5429
_b.A38 2020 EB
082 0 4 _a658.8
_223
245 1 0 _aAdvances in National Brand and Private Label Marketing :
_bSeventh International Conference, 2020
_cedited by Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
250 _a1st ed
260 _aCham
_bSpringer International Publishing
_c2020
300 _a1 recurso en línea (XV, 178 p.)
336 _2rdacontent
_aTexto (visual)
_btxt
337 _2rdamedia
_aelectrónico
_bc
338 _2rdacarrier
_arecurso electrónico
_bcr
490 0 _aSpringer eBooks
490 0 _aSpringer Proceedings in Business and Economics
520 _aThis 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?
538 _aForma de acceso: World Wide Web
650 7 _2embne
_96518
_aMarketing
700 1 _aMartinez-Lopez, Francisco J.
700 1 _aGázquez Abad, Juan Carlos
700 1 _aBreugelmans, Els
710 2 _aSpringerLink
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-3-030-47764-6
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db