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Synopsis
Fitzell, Philip
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Reviews
Fitzell's previous work in marketing helped establish the Private Label Manufacturers Association and Private Label International magazine. His knowledge has been transferred (almost too comprehensively) to this work, which concentrates on food and drug labeling. He begins with the very basics of defining and understanding private labeling, then leads the reader through a mazelike course of details, examples, and evolution of how specific companies develop their brands and proceed to market them. Since the 1990s have led us to a much more international economy, several chapters are devoted to the European segment of the market. This book covers such a broad subject area that the author might have done well to publish it in two or three parts rather than overwhelming the reader in one volume. Still, Fitzell's knowledge is obvious and his work commendable. Recommended for advanced business collections and academic libraries.
- Margaret B. Bartlett, Rochester Inst. of Technology,
Copyright 1993 Reed Business Information, Inc.
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