Vertical brand portfolio management : strategies for integrated brand management between manufacturers and retailers
著者
書誌事項
Vertical brand portfolio management : strategies for integrated brand management between manufacturers and retailers
（Research）
Springer Gabler, c2015
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注記
Originally presented as author's thesis (doctoral) -- Ossietzky University Oldenburg, 2013
Includes bibliographical references (p. 253-273)
内容説明・目次
内容説明
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.
目次
Brand Manufacturer Responses to Private Labels.- Step-by-Step Planning Process for Vertical Brand Portfolios.
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