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

Editors G<’o>mez-Su<’a>rez and Mart<’i>nez-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. M<’o>nica G<’o>mez-Su<’a>rez is a faculty member of the Universidad Aut<’o>noma de Madrid, Spain. Mar<’i>a Pilar Mart<’i>nez-Ruiz is a faculty member of the University of Castilla-La Mancha in Spain. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)

Mónica Gómez Suárez is Associate Professor of Marketing, College of Business Administration at Universidad Autónoma de Madrid (UAM) Spain. Her research interests are in consumer behaviour, branding and retailing. She has published more than 40 articles relating to these areas. 23 of them are related to private label or generic brands that have appeared in such journals as the European Journal of Marketing, International Journal of Market Research, Journal of Retailing and Consumer Services, International Journal of Retailing and Distribution Management, among others. In addition, she has published in numerous prestigious conference proceedings including EMAC, EIRASS, EARC, etc. She coordinates the research group Consumer behaviour research through new technologies in UAM.

María Pilar Martínez-Ruiz, Ph. D., is Associate Professor of Marketing at Marketing Department, University of Castilla-La Mancha (Spain). Her research interests fall in the areas of retailing, consumer behaviour, marketing communications and innovation. Professor Martínez-Ruiz has published several articles in different high standing international Journals, such as European Journal of Marketing, Service Industries Journal, Service Business, Journal of Retailing and Consumer Services, Journal of the Operational Research Society, International Journal of Market Research, Total Quality Management and Business Excellence, Decision Support Systems and Electronic Commerce, European Journal of Operational Research, among others. She was co-track chair of the Pricing and Retailing Track at the 2012 AMA Summer Marketing Educators Conference. She is author of several chapters and books on these areas, and serve as a reviewer and associated editor of several international journals.