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Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers by Diederich Bakker (Paperback, 2014)

About this product

About this product

Product Information

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.

Product Identifiers

Publisher
Springer-Verlag Berlin and Heidelberg Gmbh & Co. Kg
ISBN-13
9783658082208
eBay Product ID (ePID)
209260640

Product Key Features

Author
Diederich Bakker
Publication Name
Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers
Format
Paperback
Language
English
Subject
Management, Marketing, Business
Publication Year
2014
Type
Textbook
Number of Pages
273 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
3849g

Additional Product Features

Title_Author
Diederich Bakker
Country/Region of Manufacture
Germany

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