Descarga gratuita de archivos pdf de libros. Private Label Strategy: How to Meet the Store Brand Challenge en español Nirmalya Kumar, Jan-Benedict E. M. Steenkamp

Private Label Strategy: How to Meet the Store Brand Challenge

Private Label Strategy: How to Meet the Store Brand Challenge

by Nirmalya Kumar, Jan-Benedict E. M. Steenkamp

Editorial: Harvard Business Review Press
ISBN: 9781422101674
Número de páginas: 270
Formatos: pdf, ePub, mobi, fb2
Tamaño de archivo: 7 Mb
Fecha de publicación: 2021-01-19
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Descripción

As economic power shifts from the supply side (i.e. producers, manufacturers) to the demand side (i.e. consumers, service providers) of business, the importance of brands is shifting, too. Large manufacturers such as P&G find themselves competing with stores, wholesalers, and makers of generic goods that produce and package items for a diversity of branded retail chains ranging from fast food to pharmacy. This shift will have huge short- and long-term effects on both sides of the economic equation. Unfortunately, marketers on both sides are buying into certain myths surrounding the role of private labels in the marketplace. This book will be the first to expose and debunk those myths. More importantly, the authors ...