The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand...

When manufacturers introduce a new product to the market, downstream retail partners are faced with inherent trade-offs. Retail sales personnel has to support the new product's introduction with substantial sales efforts, but also sell the existing products in stock, before storage and...