Springer Proceedings in Business and Economics: First International Symposium NB&PL, Barcelona, June 2014

Gázquez-Abad, Juan Carlos; Martínez-López, Francisco J.; Esteban-Millat, Irene; Mondéjar-Jiménez, Juan Antonio

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.

Details

Published by: Springer

Publication Date: 2014-06-26

Format: Paperback

ISBN-13: 9783319071930

DOI: 10.1007/978-3-319-07194-7

Dimensions: 235cm x155cm

Pages: 192