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商品詳細
Marketing Food Brands: Private Label versus Manufacturer Brands in the Consumer Goods Industry. Softcover Reprint of the Original 1st 2018 ed.
・ISBN 978-3-030-09335-8 paper EUR 114.99
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| 著者・編者 | Chimhundu, Ranga, |
|---|---|
| 出版社 | (Springer Nature Switzerland AG, SZ) |
| 出版年月 | 2018 |
| ページ数 | 293 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A02-62016＞ |
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.