Coverart for item
The Resource Vertical Brand Portfolio Management : Strategies for Integrated Brand Management between Manufacturers and Retailers, by Diederich Bakker, (electronic resource)

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

Label
Vertical Brand Portfolio Management : Strategies for Integrated Brand Management between Manufacturers and Retailers
Title
Vertical Brand Portfolio Management
Title remainder
Strategies for Integrated Brand Management between Manufacturers and Retailers
Statement of responsibility
by Diederich Bakker
Creator
Author
Subject
Language
eng
Summary
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. 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. .--
Assigning source
Provided by publisher
http://library.link/vocab/creatorName
Bakker, Diederich
http://bibfra.me/vocab/relation/httpidlocgovvocabularyrelatorsaut
B6BduOwvGYc
Literary form
non fiction
Nature of contents
dictionaries
Series statement
  • Springer eBooks
  • Springer eBooks.
http://library.link/vocab/subjectName
  • Leadership
  • Management
  • Marketing
Label
Vertical Brand Portfolio Management : Strategies for Integrated Brand Management between Manufacturers and Retailers, by Diederich Bakker, (electronic resource)
Link
http://ezproxy.eui.eu/login?url=https://doi.org/10.1007/978-3-658-08221-5
Instantiates
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
978-3-658-08221-5
Dimensions
unknown
Extent
1 online resource (XIX, 273 pages)
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9783658082215
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
25 illustrations
Specific material designation
remote
System control number
(OCoLC)897466450
Label
Vertical Brand Portfolio Management : Strategies for Integrated Brand Management between Manufacturers and Retailers, by Diederich Bakker, (electronic resource)
Link
http://ezproxy.eui.eu/login?url=https://doi.org/10.1007/978-3-658-08221-5
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Control code
978-3-658-08221-5
Dimensions
unknown
Extent
1 online resource (XIX, 273 pages)
Form of item
  • online
  • electronic
Governing access note
Use of this electronic resource may be governed by a license agreement which restricts use to the European University Institute community. Each user is responsible for limiting use to individual, non-commercial purposes, without systematically downloading, distributing, or retaining substantial portions of information, provided that all copyright and other proprietary notices contained on the materials are retained. The use of software, including scripts, agents, or robots, is generally prohibited and may result in the loss of access to these resources for the entire European University Institute community
Isbn
9783658082215
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
25 illustrations
Specific material designation
remote
System control number
(OCoLC)897466450

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