Marketing food brands: Private label versus manufacturer brands in the consumer goods industry

Authored book

Chimhundu, Ranga. 2018. Marketing food brands: Private label versus manufacturer brands in the consumer goods industry. Switzerland. Palgrave Macmillan.
Book Title

Marketing food brands: Private label versus manufacturer brands in the consumer goods industry

Book CategoryAuthored book
ERA Publisher ID2865
Authors
AuthorChimhundu, Ranga
Number of Pages293
Year2018
PublisherPalgrave Macmillan
Place of PublicationSwitzerland
ISBN9783319758312
9783319758329
Digital Object Identifier (DOI)https://doi.org/10.1007/978-3-319-75832-9
Web Address (URL)https://link.springer.com/book/10.1007%2F978-3-319-75832-9#about
Abstract

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.

Keywordsprivate food brands; retailer own brands; manufacturer; consumer goods; private label goods; geography; geographical regions; consumer; fast-moving consumer goods; FMCG; marketing; product management
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Public Notes

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Byline AffiliationsSchool of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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