Marketing Food Brands: Private Label versus Manufacturer Brands in the Consumer Goods Industry

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Ranga Chimhundu

Marketing Food Brands

Name: Marketing Food Brands
Price: 308.92 AUD
Availability: OutOfStock
ISBN: 9783319758312

Private Label versus Manufacturer Brands in the Consumer Goods Industry

Ranga Chimhundu

$385.95 $308.92

Hardback

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English

Palgrave Macmillan
24 May 2018

Sales & marketing; Food manufacturing & related industries

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.

By: Ranga Chimhundu
Imprint: Palgrave Macmillan
Country of Publication: Switzerland
Edition: 2018 ed.
Dimensions: Height: 210mm, Width: 148mm,
Weight: 5.056kg
ISBN: 9783319758312
ISBN 10: 3319758314
Pages: 293
Publication Date: 24 May 2018
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Ranga Chimhundu is a Senior Lecturer in Marketing at the University of Southern Queensland in Australia. His areas of research include Fast-Moving Consumer Goods (FMCG) marketing, brand and product management, grocery retailing and marketing strategy. Ranga has published in numerous peer-reviewed international journals such as the Journal of Brand Management and is a member of the Chartered Institute of Marketing.