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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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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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發表於2024-06-29

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自有品牌的競爭優勢：質量、質量、還是質量。（便宜雅緻）（1）競爭性定價策略（2）持續提升質量（3）創造性營銷 “賣場策略” 也是哈佛的心理行為學：人類行為對製造商的品牌忠誠度改變成瞭對賣場的忠誠度。 ????????????????????????????????????????????????????????...

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初進零售業工作的時候，天天聽買手們囔囔的一個詞就是Private Label(簡稱PL, 自有品牌)。當時對自有品牌理解還處於淺層麵，唯一能聯想的也就是上中學時候常去7-11便利店買的7 Select或是全傢的Family Selection。自有品牌物種最豐富的還是在食品零售業。若是各位消費者走進...

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出版者:Harvard Business Review Press

作者:Nirmalya Kumar

出品人:

頁數:288

譯者:

出版時間:2007-2-13

價格:USD 35.00

裝幀:Hardcover

isbn號碼:9781422101674

叢書系列: