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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