Overview
- Features latest research insights on topics related to retailing, private label, or national brand issues
- Shows how the retail landscape can adopt to rapid digital transformation
- Includes interdisciplinary contributions from a wide variety of areas
Part of the book series: Springer Proceedings in Business and Economics (SPBE)
Included in the following conference series:
Conference proceedings info: NB&PL 2020.
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Table of contents (20 papers)
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Advances in National Brand and Private Label Marketing
Keywords
About this book
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?
Editors and Affiliations
About the editors
Juan Carlos Gázquez-Abad is Associate Professor of Marketing at University of Almería, Spain.
Els Breugelmans is Professor at the Department of Marketing (Antwerp Campus) at KU Leuven, Belgium.
Bibliographic Information
Book Title: Advances in National Brand and Private Label Marketing
Book Subtitle: Seventh International Conference, 2020
Editors: Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans
Series Title: Springer Proceedings in Business and Economics
DOI: https://doi.org/10.1007/978-3-030-47764-6
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
Softcover ISBN: 978-3-030-47763-9Published: 14 May 2020
eBook ISBN: 978-3-030-47764-6Published: 13 May 2020
Series ISSN: 2198-7246
Series E-ISSN: 2198-7254
Edition Number: 1
Number of Pages: XV, 178
Number of Illustrations: 13 b/w illustrations, 13 illustrations in colour
Topics: Marketing, IT in Business, Industrial and Organizational Psychology