Vertical brand portfolio management: strategies for integrated brand management between manufacturers and retailers
Auteur :
Bakker, Diederich
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658082208
Date de publication :
18 déc. 2014
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels.