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

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Mónica Gómez-Suarez María Pilar Martínez-Ruiz

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

Name: Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy
Price: 662.43 AUD
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ISBN: 9781522502203

Mónica Gómez-Suarez, María Pilar Martínez-Ruiz

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Hardback

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English

Information Science Reference
20 June 2016

Consumerism; Sales & marketing management

Series: Advances in Marketing, Customer Relationship Management, and E-Services

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.

Edited by: Mónica Gómez-Suarez, María Pilar Martínez-Ruiz
Imprint: Information Science Reference
Country of Publication: United States
Dimensions: Height: 229mm, Width: 152mm, Spine: 35mm
Weight: 1.890kg
ISBN: 9781522502203
ISBN 10: 1522502203
Series: Advances in Marketing, Customer Relationship Management, and E-Services
Pages: 450
Publication Date: 20 June 2016
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Mónica Gómez-Suarez, Autonomous University of Madrid, Spain. María Pilar Martínez-Ruiz, Autonomous University of Madrid, Spain.