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Pricing of national brands versus store brands: market power components, findings and research opportunities
(Edward Elgar Publishing, 2009)
Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store ...
Product innovations, advertising, and stock returns
(American Marketing Association, 2009-01)
Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation ...
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