Vertical Brand Portfolio Management: The Planning Process
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KeywordsBrands; private labels; planning process; strategic analysis; decisions; marketing objectives; brand architecture;
All these keywords.
- L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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