Description: Marketing Food Brands : Private Label versus Manufacturer Brands in the Consumer Goods Industry, Hardcover by Chimhundu, Ranga, ISBN 3319758314, ISBN-13 9783319758312, Brand New, Free shipping in the US
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.
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Book Title: Marketing Food Brands : Private Label Versus Manufacturer Brands in the Consumer Goods Industry
Number of Pages: Xvi, 293 Pages
Language: English
Publisher: Springer International Publishing A&G
Publication Year: 2018
Topic: Marketing / General, Graphic Arts / Branding & Logo Design, Consumer Behavior, Industries / Food Industry, Advertising & Promotion
Illustrator: Yes
Genre: Design, Business & Economics
Item Weight: 178.3 Oz
Author: Ranga Chimhundu
Item Length: 8.3 in
Item Width: 5.8 in
Format: Hardcover
