Marketing Food Brands: Private Label Versus Manufacturer Brands in the Consumer Goods Industry

by Ranga Chimhundu

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 3030093352
• ISBN13: 9783030093358
• Release Date: December 2018
• Publisher: Palgrave MacMillan
• Length: 293 Pages
• Weight: 0.82 lbs.
• Dimensions: 0.7" x 5.8" x 8.3"