Editors:
- 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)
Conference series link(s): NB-PL: National Brand and Private Label Marketing Conference
Conference proceedings info: NB-PL 2021.
Buy it now
Buying options
Tax calculation will be finalised at checkout
Other ways to access
This is a preview of subscription content, log in via an institution to check for access.
Table of contents (16 papers)
-
Front Matter
-
Back Matter
About this book
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.
Editors and Affiliations
-
Department of Business Administration 1, University of Granada, Granada, Spain
Francisco J. Martínez-López
-
Department of Economics and Business, University of Almería, La Cañada de San Urbano, Spain
Juan Carlos Gázquez-Abad
About the editors
Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.
Bibliographic Information
Book Title: Advances in National Brand and Private Label Marketing
Book Subtitle: Eighth International Conference, 2021
Editors: Francisco J. Martínez-López, Juan Carlos Gázquez-Abad
Series Title: Springer Proceedings in Business and Economics
DOI: https://doi.org/10.1007/978-3-030-76935-2
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 2021
Hardcover ISBN: 978-3-030-76934-5Published: 17 May 2021
Softcover ISBN: 978-3-030-76937-6Published: 17 May 2022
eBook ISBN: 978-3-030-76935-2Published: 16 May 2021
Series ISSN: 2198-7246
Series E-ISSN: 2198-7254
Edition Number: 1
Number of Pages: XI, 132
Number of Illustrations: 9 b/w illustrations, 12 illustrations in colour
Topics: Branding, Customer Relationship Management, Consumer Behavior, Online Marketing/Social Media