| 书目名称 | Vertical Brand Portfolio Management |
| 副标题 | Strategies for Integ |
| 编辑 | Diederich Bakker |
| 视频video | |
| 概述 | Publication in the field of economic sciences.Includes supplementary material: |
| 图书封面 |  |
| 描述 | Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels. |
| 出版日期 | Book 2015 |
| 关键词 | Category Management; Channel Relationships; Efficient Consumer Response; Private Labels; Vertikal Market |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-08221-5 |
| isbn_softcover | 978-3-658-08220-8 |
| isbn_ebook | 978-3-658-08221-5 |
| copyright | Springer Fachmedien Wiesbaden 2015 |
发表于 2025-3-21 19:02:53
