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003 DE-He213
005 20151013141922.0
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008 141201s2015 gw | s |||| 0|eng d
020 _a9783658082215
_9978-3-658-08221-5
024 7 _a10.1007/978-3-658-08221-5
_2doi
050 4 _aHD28-70
072 7 _aKJC
_2bicssc
072 7 _aBUS041000
_2bisacsh
082 0 4 _a658.4092
_223
100 1 _aBakker, Diederich.
_eauthor.
245 1 0 _aVertical Brand Portfolio Management
_h[electronic resource] :
_bStrategies for Integrated Brand Management between Manufacturers and Retailers /
_cby Diederich Bakker.
260 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer Gabler,
_c2015.
300 _aXIX, 273 p. 25 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
520 _aDiederich 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. Contents Brand Manufacturer Responses to Private Labels Step-by-Step Planning Process for Vertical Brand Portfolios Target Groups Lecturers and students of Economics with a focus on Business Strategy, Brand Management and Retailing Brand managers of fast moving consumer goods, category managers of retail organisations, private label manufacturers The Author 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.  
650 0 _aEconomics.
650 0 _aIndustrial management.
650 0 _aMarketing.
650 1 4 _aEconomics/Management Science.
650 2 4 _aBusiness Strategy/Leadership.
650 2 4 _aMarketing.
650 2 4 _aManagement/Business for Professionals.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783658082208
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-658-08221-5
912 _aZDB-2-SBE
942 _2ddc
_cEBOOK
999 _c3406
_d3406