是谁把你的商品挤下货架？PRIVATE LABEL STRATEGY mobi 下载 网盘 caj lrf pdf txt 阿里云

"Private Label Strategy offers interesting insight and an illuminating perspective on the role of and opportunities for brand manufacturers."

Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management

"Kumar and Steenkamp have written a most analytical and insightful treatment of private labels..."

Preface

Acknowledgments

ONE

　Brands Under Attack from Private Labels

PART ONE

　Retailer Strategies Vis-a-Vis

　Private Labels

TWO

　Competing on Price with Traditional Private Labels

THREE

　Competing on Qunlity with Premium Store Brands

　Competing for the Rational Consumer　with Value Innovator Own Labels

FIVE

　Encircling Manufacturer Brands　with Retailer Brand Portfolios

SIX

　Creating Successful Private Labels is

　About More Than Just Price

SEVEN

　Maximizing Retailer Profitability

　Using Private Labels

PART TWO

　Manufacturer Strategies Vis-a-Vis

　Private Labels

EIGHT

　Produce Private Labels for Greater Profits

NINE

　Partner Effectively to Craft

　Win-Win Relationships

……

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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 Yet, brand manufacturers still cling to their outdated assumptions about private labels.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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