Ranga Chimhundu
Springer International Publishing
e druk, 2018
9783030093358
Marketing Food Brands
Private Label versus Manufacturer Brands in the Consumer Goods Industry
Specificaties
Paperback, blz.
|
Engels
Springer International Publishing |
e druk, 2018
ISBN13: 9783030093358
Rubricering
Juridisch
:
Levertijd ongeveer 9 werkdagen
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Samenvatting
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.
Specificaties
ISBN13:9783030093358
Taal:Engels
Bindwijze:paperback
Uitgever:Springer International Publishing
Inhoudsopgave
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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