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(Ebook) Marketing Food Brands by Ranga Chimhundu ISBN 9783319758312, 9783319758329, 3319758314, 3319758322

  • SKU: EBN-7148876
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Authors:Ranga Chimhundu
Pages:0 pages.
Year:2018
Editon:1st ed.
Publisher:Springer International Publishing;Palgrave Macmillan
Language:english
File Size:2.69 MB
Format:pdf
ISBNS:9783319758312, 9783319758329, 3319758314, 3319758322
Categories: Ebooks

Product desciption

(Ebook) Marketing Food Brands by Ranga Chimhundu ISBN 9783319758312, 9783319758329, 3319758314, 3319758322

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.

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