Marketing Food Brands
Private Label versus Manufacturer Brands in the Consumer Goods Industry
Buch in deiner Nähe kaufen
Beschreibung
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.
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.
Responds to the call for researchers to examine other non-traditional marketing environments Explores the history of private label brands, providing definitions and background knowledge Examines the role of consumer choice in the context of fast moving consumer goods (FMCG)
Autor*in
Ranga Chimhundu
Themen in »Marketing Food Brands«
private food brands retailer own brands manufacturer consumer goods private label goods geography geographical regions consumer fast moving consumer goods FMCG marketing product management