Marketing Food Brands : Private Label versus Manufacturer Brands in the Consumer Goods Industry
2018 ed.
Book Details
Format
Hardback or Cased Book
ISBN-10
3319758314
ISBN-13
9783319758312
Edition
2018 ed.
Publisher
Springer International Publishing AG
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
May 24th, 2018
Print length
293 Pages
Ksh 25,200.00
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0 in stock
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Quality
Fast
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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