Private label strategy how to meet the store brand challenge

Private label strategy how to meet the store brand challenge

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. This book describes the strategies for private labels that retailer...

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Bibliographic Details
Main Authors: Kumar, Nirmalya (Author), Steenkamp, Jan-Benedict E. M. (Author)
Format: Book
Language:English
Published: Boston, Mass. Harvard Business School Press 2007
Subjects:
Branding (Marketing)
Online Access:Click Here to View Status and Holdings.
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