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

Chimhundu, Ranga (2018) Marketing food brands: private label versus manufacturer brands in the consumer goods industry. Palgrave Macmillan Ltd., Switzerland. ISBN 978-3-319-75831-2


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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Item Type: Book (Commonwealth Reporting Category A)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions. Book not held in USQ Library. Chapter 1: Introduction to Issues around Marketing Private Label and Manufacturer Brands doi:10.1007/978-3-319-75832-9_1 Chapter 2: The Management of FMCG Product Categories doi:10.1007/978-3-319-75832-9_2 Chapter 3: Product Innovation, Category Marketing Support, Consumer Choice and Power doi:10.1007/978-3-319-75832-9_3 Chapter 4: Private Label and Manufacturer Brand Coexistence doi:10.1007/978-3-319-75832-9_4 Chapter 5: Key Research Issues in the Marketing of Private Label and Manufacturer Brands doi:10.1007/978-3-319-75832-9_5 Chapter 6: Research Paradigm, Research Method and Research Design doi:10.1007/978-3-319-75832-9_6 Chapter 7: Private Label and Manufacturer Brand Research Execution doi:10.1007/978-3-319-75832-9_7 Chapter 8: Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands doi:10.1007/978-3-319-75832-9_8 Chapter 9: Conclusions and Implications of this Book doi:10.1007/978-3-319-75832-9_9
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 20 Jun 2018 03:44
Last Modified: 31 Jan 2019 04:20
Uncontrolled Keywords: private food brands; retailer own brands; manufacturer; consumer goods; private label goods; geography; geographical regions; consumer; fast-moving consumer goods; FMCG; marketing; product management
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1007/978-3-319-75832-9

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