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商品詳細
Marketing Food Brands : Private Label versus Manufacturer Brands in the Consumer Goods Industry. 食品ブランド・マーケティング－消費財産業に おけるプライベートレーベルvs.製造業者ブランド
・ISBN 978-3-319-75831-2 hard EUR 159.99
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| 著者・編者 | Chimhundu, Ranga, |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2018 |
| ページ数 | 293 pp. |
| 言語 | ENG |
| ニュース番号 | ＜645-901 645-P1879＞ |
解説
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.