Marketing Food Brands : Private Label versus Manufacturer Brands in the Consumer Goods Industry
Softcover Reprint of the Original 1st 2018 ed.
Book Details
Format
Paperback / Softback
ISBN-10
3030093352
ISBN-13
9783030093358
Edition
Softcover Reprint of the Original 1st 2018 ed.
Publisher
Springer Nature Switzerland AG
Imprint
Springer Nature Switzerland AG
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 25th, 2018
Print length
293 Pages
Product Classification:
Behavioural economicsInternational economicsManagement & management techniquesManagement and management techniquesProduction & quality control managementProduction and quality control managementSales & marketingSales and marketingIndustrial chemistry & manufacturing technologiesIndustrial chemistry and manufacturing technologies
Ksh 18,000.00
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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.
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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