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Private Label Strategy
book

Private Label Strategy

by Nirmalya Kumar, Jan-benedict m. Steenkamp
February 2007
Intermediate to advanced
288 pages
5h 55m
English
Harvard Business Review Press
Content preview from Private Label Strategy

ACKNOWLEDGMENTS

THIS BOOK is the result of a long odyssey through the volatile waters of retailers, brand manufacturers, and private labels. We had the good fortune of being able to rely on trustworthy beacons on this journey. Many colleagues, companies, and marketing practitioners have made an invaluable contribution in making this book a reality.

We owe much gratitude to the marketing discipline in general for the insights generated on private labels, and to a number of colleagues in particular. The contributions of Kusum Ailawadi (Dartmouth College), Bob Blattberg (Northwestern University), Steve Burgess (University of Cape Town), Pradeep Chintagunta (University of Chicago), Daniel Corsten (London Business School), Barbara Deleersnyder (Erasmus ...

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Publisher Resources

ISBN: 9781633690608