Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers
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....
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59491 |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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oai:scholar.dlu.edu.vn:DLU123456789-594912023-11-11T06:43:00Z Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers Bakker, Diederich Management Economics Business Industrial Product management 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. 2015-12-22T09:33:44Z 2015-12-22T09:33:44Z 2015 Book 978-3-658-08221-5 978-3-658-08220-8 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59491 en application/pdf Springer |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Management Economics Business Industrial Product management |
| spellingShingle |
Management Economics Business Industrial Product management Bakker, Diederich Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers |
| description |
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. |
| format |
Book |
| author |
Bakker, Diederich |
| author_facet |
Bakker, Diederich |
| author_sort |
Bakker, Diederich |
| title |
Vertical Brand Portfolio Management:
Strategies for Integrated Brand Management between Manufacturers and Retailers |
| title_short |
Vertical Brand Portfolio Management:
Strategies for Integrated Brand Management between Manufacturers and Retailers |
| title_full |
Vertical Brand Portfolio Management:
Strategies for Integrated Brand Management between Manufacturers and Retailers |
| title_fullStr |
Vertical Brand Portfolio Management:
Strategies for Integrated Brand Management between Manufacturers and Retailers |
| title_full_unstemmed |
Vertical Brand Portfolio Management:
Strategies for Integrated Brand Management between Manufacturers and Retailers |
| title_sort |
vertical brand portfolio management:
strategies for integrated brand management between manufacturers and retailers |
| publisher |
Springer |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59491 |
| _version_ |
1819840570911096832 |