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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Auteur principal:	Bakker, Diederich
Format:	Livre
Langue:	English
Publié:	Springer 2015
Sujets:	Management Economics Business Industrial Product management
Accès en ligne:	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59491
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spelling	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

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

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