Private label strategy : how to meet the store brand challenge
Nirmalya Kumar; Jan-Benedict E. M. Steenkamp
| Year of publication: |
2007
|
|---|---|
| Authors: | Kumar, Nirmalya ; Steenkamp, Jan-Benedict E. M. |
| Institutions: | Harvard Graduate School of Business Administration (contributor) |
| Publisher: |
Boston, Mass. : Harvard Business School Press |
| Subject: | Handelsmarke | Store brand | Marketingmanagement | Marketing management | Markenartikel | Brand | Einzelhandel | Retail trade | Wettbewerb | Competition | Markenname | Marketing |
| Description of contents: | Table of Contents [gbv.de] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | XVII, 270 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Literaturverz. S. [231] - 247 Brand under attack from private labelsRetailer strategies vis-à-vis private labels -- Competing on price with traditional private labels -- Competing on quality with premium store brands -- Competing for the rational consumer with value innovator own labels -- Encircling manufacturer brands with retailer brand portfolios -- Successful private labels are about more than just price -- Maximizing retailer profitability using private labels -- Manufacturer strategies vis-à-vis private labels -- Produce private labels for greater profits -- Partner effectively to craft win-win relationships -- Innovate brilliantly to beat private labels -- Fight selectively to marshall resources against private labels -- Create winning value propositions for manufacturer brands -- Are brands dead?. |
| ISBN: | 1-4221-0167-3 ; 978-1-4221-0167-4 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003350841