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Advances in National Brand and Private Label Marketing

Eighth International Conference, 2021
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Description

This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). 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. 

Author Biography:

Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.
Release date NZ
May 17th, 2022
Audience
  • Professional & Vocational
Contributors
  • Edited by Francisco J. Martinez-Lopez
  • Edited by Juan Carlos Gazquez-Abad
Edition
1st ed. 2021
Illustrations
12 Illustrations, color; 9 Illustrations, black and white; XI, 132 p. 21 illus., 12 illus. in color.
Pages
132
ISBN-13
9783030769376
Product ID
35826803

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