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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Industry & industrial studies Manufacturing industries

• Plný název: Marketing Food Brands
• Autor: Ranga Chimhundu
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 293
• EAN: 9783319758312
• ISBN: 3319758314
• ID: 18836112
• Nakladatelství: Springer International Publishing AG
• Hmotnost: 5056 g
• Rozměry: 210 × 148 × 24 mm
• Datum vydání: 24. May 2018

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