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

Editors Gmez-Surez and Martnez-Ruiz present readers with a collection of academic and research perspectives on consumer behavior regarding generic, or private-label product marketing during times of economic hardship. The selections are devoted to production strategies, product innovation, branding, brand loyalty, marketing trends, e-commerce, developing countries, consumer behavior, and various other related subjects. Mnica Gmez-Surez is a faculty member of the Universidad Autnoma de Madrid, Spain. Mara Pilar Martnez-Ruiz is a faculty member of the University of Castilla-La Mancha in Spain. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)