Marketing Food Brands

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.

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.