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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.
List of contents
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.
About the author
Ranga Chimhundu is a Senior Lecturer in Marketing at the University of Southern Queensland in Australia. His areas of research include Fast-Moving Consumer Goods (FMCG) marketing, brand and product management, grocery retailing and marketing strategy. Ranga has published in numerous peer-reviewed international journals such as the
Journal of Brand Management and is a member of the Chartered Institute of Marketing.
Summary
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.
