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2018 | OriginalPaper | Buchkapitel

2. The Management of FMCG Product Categories

verfasst von : Ranga Chimhundu

Erschienen in: Marketing Food Brands

Verlag: Springer International Publishing

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Abstract

This chapter explores the management of consumer goods product categories, with a special focus on food categories and on the coexistence of private label and manufacturer brands. The chapter covers category management, which is the management context in which private label and manufacturer brands coexist. The historical contexts of category management and private label are investigated, as are brand and category management organisational arrangements, culminating in an examination of key points from the literature on the management of food and grocery product categories. In addition, it is established that power relationships between private label and manufacturer brands in food product categories in an environment of high retail consolidation and concentration need to be better understood.

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Titel: The Management of FMCG Product Categories
verfasst von: Ranga Chimhundu
Verlag: Springer International Publishing
Buch: Marketing Food Brands
Print ISBN: 978-3-319-75831-2

Electronic ISBN: 978-3-319-75832-9

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-75832-9_2