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Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers
Diederich Bakker
€ 62.39
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Description for Vertical Brand Portfolio Management: Strategies for Integrated Brand Management between Manufacturers and Retailers
Paperback. Num Pages: 292 pages, 25 black & white illustrations, 28 black & white tables, biography. BIC Classification: KJC; KJM; KJS. Category: (G) General (US: Trade). Dimension: 210 x 148 x 17. Weight in Grams: 391.
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 ... Read more
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 ... Read more
Product Details
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
292
Format
Paperback
Publication date
2014
Condition
New
Number of Pages
273
Place of Publication
, Germany
ISBN
9783658082208
SKU
V9783658082208
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Diederich Bakker
Diederich Bakker has a professional background in advertising and received his doctorate from the University of Oldenburg. He teaches branding, advertising and digital marketing courses in the Netherlands.
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