Marketing Food Brands Private Label versus Manufacturer Brands in the Consumer Goods Industry /

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 wi...

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Bibliographic Details
Main Author: Chimhundu, Ranga (Author)
Format: Electronic eBook
Language:English
Published: Cham : Springer International Publishing, 2018.
Edition:1st ed. 2018.
Subjects:
Branding (Marketing).
Motivation research (Marketing).
Project management.
Production management.
Manufactures.
ISBN:9783319758329
Online Access: Get full text
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100 1 |a Chimhundu, Ranga.  |4 aut 
245 1 0 |a Marketing Food Brands  |h [electronic resource] :  |b Private Label versus Manufacturer Brands in the Consumer Goods Industry /  |c by Ranga Chimhundu. 
250 |a 1st ed. 2018. 
260 1 |a Cham :  |b Springer International Publishing,  |c 2018. 
300 |a XVI, 293 p. 3 illus.  |b online resource. 
500 |a Business and Management  
505 0 |a 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. 
516 |a text file PDF 
520 |a 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. 
650 0 |a Branding (Marketing). 
650 0 |a Motivation research (Marketing). 
650 0 |a Project management. 
650 0 |a Production management. 
650 0 |a Manufactures. 
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