EAN: 9783319071930

SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS ...

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.

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