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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