assortment decisions, dual-brand manufacturers, positioning, branding, consumer preferences, online context, economic crisis …

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …

verhaltenswissenschaftliches Erklärungsmodell, überprüft dieses kausalanalytisch und leitet Implikationen für das Markenmanagement im Einzelhandel …

This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing … that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a …, brand equity and collaborative relationships. Lastly, a wide variety of theoretical and methodological approaches were also …

This book presents the latest research and recent studies in the field of national brand and private label marketing …. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning …

This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing … researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three … brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so. …

and how to: Make the transition from selling in-store to selling (and winning) online Conduct online brand audits to … pinpoint opportunities for improvement Increase brand equity through high-quality content Maximize online sales by … -- Chapter 4: Confront the New Path to Purchase (And Then Lead the Charge) -- Chapter 5: Activate Your Brand Content -- Chapter 6 …

between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and … Brand Coexistence -- 5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands -- 6. Research … Paradigm, Research Method and Research Design -- 7. Private Label and Manufacturer Brand Research Execution -- 8. Empirical …

Lebensmitteleinzelhandel und die weiterführende Forschung. … untersucht. Durch die Analyse verschiedener Private Label Brand Typen und unterschiedlicher Formen der Markenarchitekturstrategie … Implikationen für die Praxis der Markenführung im Lebensmitteleinzelhandel und die weiterführende Forschung Zielgruppen Dozierende …