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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Table of 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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