Description: 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. Ranga Chimhundu is a Senior Lecturer in Marketing at the University of Southern Queensland in Australia. His areas of research include Fast-Moving Consumer Goods (FMCG) marketing, brand and product management, grocery retailing and marketing strategy. Ranga has published in numerous peer-reviewed international journals such as the Journal of Brand Management and is a member of the Chartered Institute of Marketing. 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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EAN: 9783319758312
UPC: 9783319758312
ISBN: 9783319758312
MPN: N/A
Book Title: Marketing Food Brands: Private Label Versus Manufa
Item Length: 21 cm
Number of Pages: 293 Pages
Language: English
Publication Name: Marketing Food Brands: Private Label Versus Manufacturer Brands in the Consumer Goods Industry
Publisher: Springer International Publishing Ag
Publication Year: 2018
Subject: Advertising, Business
Item Height: 210 mm
Item Weight: 5056 g
Type: Textbook
Author: Ranga Chimhundu
Item Width: 148 mm
Format: Hardcover