Advances in National Brand and Private Label Marketing Second Intern
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 di
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Francisco J. Martínez-López Juan Carlos Gázquez-Abad Raj Sethuraman Editors
Advances in National Brand and Private Label Marketing Second International Conference, 2015
Springer Proceedings in Business and Economics
More information about this series at http://www.springer.com/series/11960
Francisco J. Martı´nez-L opez • Juan Carlos Ga´zquez-Abad • Raj Sethuraman Editors
Advances in National Brand and Private Label Marketing Second International Conference, 2015
Editors Francisco J. Martı´nez-Lopez Department of Business Administration University of Granada Granada Spain
Juan Carlos Ga´zquez-Abad Department of Economy and Business University of Almeria Almeria Spain
Raj Sethuraman Cox School of Business Southern Methodist University Dallas, TX USA
ISSN 2198-7246 ISSN 2198-7254 (electronic) Springer Proceedings in Business and Economics ISBN 978-3-319-20181-8 ISBN 978-3-319-20182-5 (eBook) DOI 10.1007/978-3-319-20182-5 Library of Congress Control Number: 2015942825 Springer Cham Heidelberg New York Dordrecht London © Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Preface
After years of struggle, the Fast Moving Consumer Goods (FMCG) industry is poised for growth. In countries such as France, the United Kingdom, Germany, and the United States, shoppers have started to spend again. Countries such as Spain, Greece, and The Netherlands still remain in economic recession although they are starting to show signs of recovery. Anyway, global recession appears to have permanently changed consumers’ shopping behavior and there is no return to pre-recession purchasing habits. Economic recession has affected consumers’ preferences for Private labels and national brands in the retailers’ assortments. Consumers have evolved to become harder to find, engage, and please. Consumers are mo
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