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Marketing Food Brands Private Label versus Manufacturer Brands in the Consumer Goods Industry
Author
Title
Marketing Food Brands [electronic resource] : Private Label versus Manufacturer Brands in the Consumer Goods Industry / by Ranga Chimhundu.
ISBN
9783319758329
Publication
Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
Physical Description
1 online resource (XVI, 293 p.) 3 illus.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape. The author illustrates the volatile nature of the relationship between the two types of brands as they compete and co-exist with each other on supermarket shelves. Topics such as brand and category management, product innovation, and consumer choice are discussed and supported with rich empirical case studies from countries around the world. Marketing and management scholars will find this new book an insightful read, as well as those generally interested in the worldwide phenomenon of private label brands.
Variant and related titles
Springer ebooks.
Other formats
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
May 31, 2018
Contents
1. Introductory Issues on Marketing Private Label and Manufacturer Brands
2. The Management of FMCG Product Categories
3. Product Innovation, Category Marketing Support, Consumer Choice and Power
4. Private Label and Manufacturer Brand Coexistence
5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands
6. Research Paradigm, Research Method and Research Design
7. Private Label and Manufacturer Brand Research Execution
8. Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands
9. Conclusions and Implications of this book.
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