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Private Label Strategy: How to Meet the Store Brand Challenge
Private Label Strategy How to Meet the Store Brand Challenge
Author: Nirmalya Kumar, Jan-benedict E. m. Steenkamp
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...  more »
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ISBN-13: 9781422101674
ISBN-10: 1422101673
Publication Date: 2/13/2007
Pages: 270
Edition: 1
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Publisher: Harvard Business School Press
Book Type: Hardcover
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