Marketing Food Brands

Description

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. Front Matter ....Pages i-xvi Introduction to Issues around Marketing Private Label and Manufacturer Brands (Ranga Chimhundu)....Pages 1-13 The Management of FMCG Product Categories (Ranga Chimhundu)....Pages 15-48 Product Innovation, Category Marketing Support, Consumer Choice and Power (Ranga Chimhundu)....Pages 49-78 Private Label and Manufacturer Brand Coexistence (Ranga Chimhundu)....Pages 79-106 Key Research Issues in the Marketing of Private Label and Manufacturer Brands (Ranga Chimhundu)....Pages 107-123 Research Paradigm, Research Method and Research Design (Ranga Chimhundu)....Pages 125-150 Private Label and Manufacturer Brand Research Execution (Ranga Chimhundu)....Pages 151-169 Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands (Ranga Chimhundu)....Pages 171-229 Conclusions and Implications of this Book (Ranga Chimhundu)....Pages 231-265 Back Matter ....Pages 267-293