Intro; Acknowledgements; Contents; List of Abbreviations; List of Figures; List of Tables; 1: Introduction to Issues around Marketing Private Label and Manufacturer Brands; Overview; Purpose and Background of this Book; Significance of the Book; Methodology Employed in the Investigation; Scope of the Book; Contribution of the Book; Book Outline; Chapter 1; Chapters 2, 3 and 4; Chapter 5; Chapters 6 and 7; Chapter 8; Chapter 9; Chapter Recap; References; 2: The Management of FMCG Product Categories; Overview; History of Category Management; Historical Development; Distinct Phases What is Category Management?Distinction between Brand Management and Category Management; History of Private Label Brands; First Era: Emergence of Private Label Brands (1840-1860); Second Era: The Decline of Private Label Brands (1861-1928); Third Era: The Rise of Private Label Brands (1929-1945); Fourth Era: The Stability of Private Label Brands (1946-1975); Fifth Era: Private Label Brands Versus Manufacturer Brands (1976-2003); Deployment of the Category Management Process; Objectives and Benefits of Category Management; Brand and Category Management Organisational Arrangements Brand and Category Organisation for the FMCG ManufacturerSupermarket Retailer and Category Management Organisation; Joint Category Management Arrangements; Manufacturer/Retailer Collaboration; Category Captain Arrangements; Research Set in the Category Management Context; Key Aspects of the Literature on the Management of FMCG Categories; Chapter Recap; References; 3: Product Innovation, Category Marketing Support, Consumer Choice and Power; Overview; Product Innovation; Meaning of Innovation; Continuum of Innovation; Continuous, Dynamically Continuous and Discontinuous Innovation Incremental and Radical InnovationBrand Innovation, Growth and Competitiveness; Manufacturer Brand and Private Label Innovation in Supermarket Product Categories; Capacity to Innovate; Incentives, Nature and Progress of Innovation; Category Marketing Support; Consumer Choice; Power and the FMCG Industry; An Overview; Bases/Sources of Power; Power-Dependence Relationship; Power and Cooperation; Balance of Power in the FMCG Industry; Chapter Recap; References; 4: Private Label and Manufacturer Brand Coexistence; Overview; Product Categories and Brands; Manufacturer Brands and Private Label Hierarchy of Participating Brands in the CategoriesPrivate Label Portfolio; Balancing Private Label and Manufacturer Brands in the Product Categories; Private Label Share in an Environment of High Retail Concentration; Private Label/Manufacturer Brand Category Share and Equilibrium; Research Direction of this Book; Chapter Recap; References; 5: Key Research Issues in the Marketing of Private Label and Manufacturer Brands; Overview; A Recap of the Research Questions; Research Themes and Specific Research Issues

With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape.