Marketing Food Brands: Private Label versus Manufacturer Brands in the Consumer Goods Industry
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- Artikel-Nr.: 10386234
Beschreibung
1. Introductory Issues on 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.
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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