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Marketing Food Brands by Ranga Chimhundu
Marketing Food Brands by Ranga Chimhundu
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Marketing Food Brands

Private Label versus Manufacturer Brands in the Consumer Goods Industry
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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.

Author Biography:

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. 
Release date NZ
December 25th, 2018
Audience
  • Professional & Vocational
Edition
Softcover reprint of the original 1st ed. 2018
Illustrations
3 Illustrations, black and white; XVI, 293 p. 3 illus.
Pages
293
Dimensions
148x210x17
ISBN-13
9783030093358
Product ID
30434159

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