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Vertical Brand Portfolio Management Strategies for Integrated Brand Management between Manufacturers and Retailers

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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.

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Detail Information

Series Title

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Call Number

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Publisher

Springer Fachmedien Wiesbaden : Springer Gabler Wiesbaden., 2015

Collation

XIX, 273

Language

English

ISBN/ISSN

978-3-658-08221-5

Classification

NONE

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

-

Subject(s)

Marketing
Management
Business Strategy and Leadership

Specific Detail Info

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Statement of Responsibility

Diederich Bakker

Other Information

Cataloger

Yudi

Source

-

Validator

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