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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| Format: | Book |
| Language: | English |
| Published: |
Springer
2015
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| Subjects: | |
| Online Access: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59491 |
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| Institutions: | Thư viện Trường Đại học Đà Lạt |
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