Advances in National Brand and Private Label Marketing

This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume specifically addresses the needs of researchers and students of advanced marketing courses.

Autorentext

Francisco J. Martínez-López is a 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. Marco Ieva is Assistant Professor of CRM and Marketing at the University of Parma, Italy.