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Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy on Hardback
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Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy

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Description

As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by wholesale and national retailers. In many cases, it becomes difficult for off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic products and loyalty to branded products.The Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy emphasizes advertising and promotional approaches being utilized, as well as consumer behavior and satisfaction in response to marketing strategies and the sensitive pricing techniques being implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between wholesalers, retailers, and private brand names following a global economic crisis, this publication is an extensive resource for researchers, graduate-students, economists, and business professionals.

Author Biography:

Mónica Gómez-Suarez, Autonomous University of Madrid, Spain. María Pilar Martínez-Ruiz, Autonomous University of Madrid, Spain.
Release date NZ
June 30th, 2016
Audience
  • Professional & Vocational
Contributors
  • Edited by Maria Pilar Martinez-Ruiz
  • Edited by Monica Gomez-Suarez
Pages
450
Dimensions
152x229x35
ISBN-13
9781522502203
Product ID
25540484

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