Vertical Brand Portfolio Management: Strategies for Integrated Brand Management Between Manufacturers and Retailers

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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 ...

Vertical Brand Portfolio Management: Strategies for Integrated Brand Management Between Manufacturers and Retailers 2014, Springer Gabler

ISBN-13: 9783658082208

2015 edition

Trade paperback

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