國立虎尾科技大學 |

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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Marketing food brands/ by Ranga Chimhundu.
其他題名:	private label versus manufacturer brands in the consumer goods industry /
作者:	Chimhundu, Ranga.
出版者:	Cham :Springer International Publishing : : 2018.,
面頁冊數:	xvi, 293 p. :ill., digital ; : 22 cm.;
Contained By:	Springer eBooks
標題:	Branding (Marketing) -
電子資源:	http://dx.doi.org/10.1007/978-3-319-75832-9
ISBN:	9783319758329

Marketing food brands = private label versus manufacturer brands in the consumer goods industry /
Chimhundu, Ranga.

Marketing food brandsprivate label versus manufacturer brands in the consumer goods industry /[electronic resource] :by Ranga Chimhundu. - Cham :Springer International Publishing :2018. - xvi, 293 p. :ill., digital ;22 cm.

1. Introductory Issues on Marketing Private Label and Manufacturer Brands -- 2. The Management of FMCG Product Categories -- 3. Product Innovation, Category Marketing Support, Consumer Choice and Power -- 4. Private Label and Manufacturer Brand Coexistence -- 5. Key Research Issues in the Marketing of Private Label and Manufacturer Brands -- 6. Research Paradigm, Research Method and Research Design -- 7. Private Label and Manufacturer Brand Research Execution -- 8. Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands -- 9. Conclusions and Implications of this book.

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.

ISBN: 9783319758329

Standard No.: 10.1007/978-3-319-75832-9doiSubjects--Topical Terms:

568096
Branding (Marketing)

LC Class. No.: HF5415.1255 / .C45 2018

Dewey Class. No.: 658.827

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