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

Chimhundu, Ranga

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2018-05-24

Format: Hardcover

ISBN-13: 9783319758312

DOI: 10.1007/978-3-319-75832-9

Dimensions: 210cm x148cm

Pages: 293