Marketing Food Brands 1st Edition

Marketing Food Brands 1st Edition – Ebook Instant Download/Delivery ISBN(s): 9783319758312,9783319758329,3319758314,3319758322

Product details:

• ISBN 10:3319758322
• ISBN 13:9783319758329
• Author:Ranga Chimhundu

Table contents:

1. Introduction to Issues around 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

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