Description

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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.​

About the Author

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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.