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...

Table of Contents:

• 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.