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Marketing food brandsprivate label v...

Chimhundu, Ranga.

Marketing food brandsprivate label versus manufacturer brands in the consumer goods industry /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing food brandsby Ranga Chimhundu.
Reminder of title:	private label versus manufacturer brands in the consumer goods industry /
Author:	Chimhundu, Ranga.
Published:	Cham :Springer International Publishing :2018.
Description:	xvi, 293 p. :ill., digital ;22 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	http://dx.doi.org/10.1007/978-3-319-75832-9
ISBN:	9783319758329$q(electronic bk.)

Marketing food brandsprivate label versus manufacturer brands in the consumer goods industry /
Chimhundu, Ranga.

Marketing food brandsprivate label versus manufacturer brands in the consumer goods industry /[electronic resource] :by Ranga Chimhundu. - Cham :Springer International Publishing :2018. - xvi, 293 p. :ill., digital ;22 cm.

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.

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.

ISBN: 9783319758329$q(electronic bk.)

Standard No.: 10.1007/978-3-319-75832-9doiSubjects--Topical Terms:

266407
Branding (Marketing)

LC Class. No.: HF5415.1255 / .C45 2018

Dewey Class. No.: 658.827

Marketing food brandsprivate label versus manufacturer brands in the consumer goods industry /
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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.
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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.
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.
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