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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Nirmalya Kumar著

出 版 社： Harvard Business School Press

出版时间： 2007-1-1字数：版次： 1页数： 270印刷时间： 2001/12/01开本：印次：纸张： 胶版纸I S B N ： 9781422101674包装： 精装内容简介

Move over Chips Ahoy; there's anew President's Choice in town.7he old days of packaginggeneric brands in plain white wrapping and blacklettering are long gone. As retailers have grabbedpower around the globe, they've transformedprivate labels from price purchases into powerfulbrands with their own cachet. As a result,once-powerful brand manufacturers like Nestleand Procter & Gamble now find themselvesCompeting for shelf space with their biggestcustomers, like Tesco and Wal-Mart.

With retailers and private labels continuing to gobble up valuable market share, you might think that brand manufacturers are already implementing competitive strategies. But instead they are still creating strategies based on outdated myths and assumptions about private labels. A ifferent approach is now essential if brand manufacturers want to stay in the game.

目录

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 Consumerwith Value Innovator Own Labels

FIVE

Encircling Manufacturer Brandswith 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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