Advances in National Brand and Private Label Marketing, 1st ed. 2020 Seventh International Conference, 2020 Springer Proceedings in Business and Economics Series

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?

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