Private Label Strategy: How to Meet the Store Brand Challenge - Nirmalya Kumar

Autor:		Nirmalya Kumar
Editorial:		Harvard Business School Press
Año:		2007
ISBN:		9781422101674
Encuadernación:		Tapa Dura
Idioma:		spa
Ilustrador:		...

Texto en inglés. Tapa dura con sobrecubierta de editorial ilustrada. Sin subrayados ni anotaciones. Perfecto estado de conservación. In Private Label Strategy, authors Nirmalya Kumar and Jan-Benedict E. M. Steenkamp debunk the long-standing myths about private labels, describe the new multilayered strategies that retailers are using for private labels, and challenge brand manufacturers to develop an effective response.' 'Based on international case studies and a survey of consumer insights, Private Label Strategy offers actionable strategies that you can develop today. The authors provide the tools you'll need to compete against - or collaborate with - private label purveyors, and explain why you must consider private labels when telling your brand's story