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This chapter examines the literature on important marketing and management subject areas related to the coexistence of private label and manufacturer brands in consumer goods categories. The review looks at the product innovation activities and category marketing support efforts of manufacturer brands and private label, and consumer choice considerations are taken into account in view of category management’s emphasis on consumer focus. This then leads to a critical analysis of the power relationships among players in the consumer goods industry.
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- Product Innovation, Category Marketing Support, Consumer Choice and Power
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