Vertical Brand Portfolio Management Strategies for Integrated Brand Management between Manufacturers and Retailers /
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....
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| Format: | Electronic eBook |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2015.
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| Edition: | 1st ed. 2015. |
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| Online Access: | https://doi.org/10.1007/978-3-658-08221-5 |
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