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Opis

This book presents latest findings on brand marketing in retail. In times of economic downturn a "new retailing landscape" is being shaped, in which retailers and manufacturers face new challenges to their brand strategies. Marketing professionals need high value-added and timely responses. Among the topics targeted in this volume are: mix of national brands and private labels in retailers' assortments; assortment decisions in times of economic crisis and eventual recovery; consequences of delisting brands on store-related aspects; delisting manufacturers' brands and the effects on the distribution channel relationship; the new "retailing landscape", with special focus on fast moving consumer goods retailing; consumer preferences for national brands and private labels and many more.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: National Brands and Private Labels in Retailing
• Podtytuł: First International Symposium NB&PL, Barcelona, June 2014
• Autor: Irene Esteban-Millat, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Juan Antonio Mondéjar-Jiménez
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 192
• EAN: 9783319071930
• ISBN: 3319071939
• ID: 05266996
• Wydawca: Springer International Publishing AG
• Waga: 3168 g
• Wymiary: 235 × 155 × 12 mm
• Data wydania: 11. June 2014

Ulubione w innej kategorii

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