Cover image for Private label marketing in the 21st century : store brands/exclusive brands on the cutting edge
Private label marketing in the 21st century : store brands/exclusive brands on the cutting edge
Fitzell, Philip B.
Personal Author:
First edition.
Publication Information:
New York : Global Books LLC, [2003]

Physical Description:
xxii, 260 pages : illustrations (some color) ; 24 cm
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
HF5429.6 .F583 2003 Adult Non-Fiction Non-Fiction Area

On Order



This analysis focuses specifically on how private brand impacts on all aspects business: product innovations, packaging creativity, quality assurance, merchandising, partnerships, and the Internet. The coverage spans North and South America, Europe, the Pacific Rim, and South Africa.

Reviews 1

Choice Review

Fitzell (editor of Exclusive Brands magazine and a specialist in the area of private label products) builds on his earlier Private Labeling Marketing in the 1990s (CH, Sep'93) and The Explosive Growth of Private Labels in North America (CH, Apr'99) in this examination of why retailers are relying more and more on store brands. In addition to their higher profit margins, private labels provide retailers a way to differentiate themselves from competitors and to build customer relationships. Whether called "generics," "house brands," "store brands," "private labels," or "no-names," these branded products not owned by manufacturers have been around for more than 150 years. While mass merchandisers Wal-Mart, Home Depot, and Kroger are the top distributors of private labels in the US, numerous smaller stores have followed suit in offering their own unique products. In some categories, such as milk, frozen vegetables, paper products, and vitamins, private label products account for more than 25 percent of sales. Private labels are also making inroads in the areas of housewares, furniture, and fashion. Noting that private labels have become a global phenomenon, Fitzell examines how they are used in other countries as well. ^BSumming Up: Recommended. Marketing faculty and researchers and retailing practitioners. P. G. Kishel Cypress College