Vertical Brand Portfolio Management - Strategies for Integrated Brand Management between Manufacturers and Retailers - Diederich Bakker - Paperback
Brand: Springer Fachmedien Wiesbaden
Description
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.
