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

• Main Author: Chimhundu, Ranga (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
• Edition: 1st ed. 2018.
• Subjects: Branding (Marketing).; Motivation research (Marketing).; Project management.; Production management.; Manufactures.; Branding.; Consumer Behavior.; Project Management.; Production.; Manufacturing, Machines, Tools, Processes.

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 wi...