Private Label Strategy 2024 pdf epub mobi 电子书

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发表于2024-06-01

Private Label Strategy 2024 pdf epub mobi 电子书

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零售业因竞争激烈，不约而同地寻求差异化经营，在选择差异化路径时，商品的差异化成为众多零售业关注的焦点。在商品大同的今天，要想找与众不同人无我有的商品几乎是无法实现。因此，许多商家把发展自有品牌当作商品差异化的重要举措之一。但国内自有品牌的发展仍处于初级阶...

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初进零售业工作的时候，天天听买手们囔囔的一个词就是Private Label(简称PL, 自有品牌)。当时对自有品牌理解还处于浅层面，唯一能联想的也就是上中学时候常去7-11便利店买的7 Select或是全家的Family Selection。自有品牌物种最丰富的还是在食品零售业。若是各位消费者走进...

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自有品牌的竞争优势：质量、质量、还是质量。（便宜雅致）（1）竞争性定价策略（2）持续提升质量（3）创造性营销 “卖场策略” 也是哈佛的心理行为学：人类行为对制造商的品牌忠诚度改变成了对卖场的忠诚度。 ????????????????????????????????????????????????????????...

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出版者:Harvard Business Review Press

作者:Nirmalya Kumar

出品人:

页数:288

译者:

出版时间:2007-2-13

价格:USD 35.00

装帧:Hardcover

isbn号码:9781422101674

丛书系列:

图书标签: 零售商业 Business 买过纸质版 management Journalism Harvard

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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. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels. In Private Labels: Competing With and Against Store Brands, Nirmalya Kumar and Jan-Benedict E.M. Steenkamp describe the new strategies for private labels that retailers are using, and challenge brand manufacturers to develop an effective response. Most important, they lay out actionable strategies for competing againstor collaborating withprivate label purveyors. Packed with detailed international case studies, valuable visuals, and hands-on tools, Private Labels enables managers to navigate profitably in this radically altered landscape.

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自有品牌:狼来了

Private Label Strategy 2024 pdf epub mobi 电子书

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