Vertical Brand Portfolio Management

Vertical Brand Portfolio Management
Author: Diederich Bakker
Publisher: Springer
Total Pages: 285
Release: 2014-12-01
Genre: Business & Economics
ISBN: 3658082216

Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.

Brand Portfolio Strategy

Brand Portfolio Strategy
Author: David A. Aaker
Publisher: Free Press
Total Pages: 368
Release: 2020-03-24
Genre: Business & Economics
ISBN: 1982146524

In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Handbook of Pricing Research in Marketing

Handbook of Pricing Research in Marketing
Author: Vithala R. Rao
Publisher: Edward Elgar Publishing
Total Pages: 617
Release: 2009
Genre: Business & Economics
ISBN: 1848447442

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

The Microeconomics of Product Innovation

The Microeconomics of Product Innovation
Author: Paul Stoneman
Publisher: Oxford University Press
Total Pages: 242
Release: 2018-02-22
Genre: Business & Economics
ISBN: 0192548638

Economics has not given sufficient attention to the microeconomic analysis of innovation and technological change. Counteracting this imbalance, The Microeconomics of Product Innovation considers how the use of economic analysis can guide and inform the search for insight in the generation and adoption of new products synonymously labelled product innovation. Written in an accessible tone and restricting its analysis to the use of microeconomics, this book encompasses the definition of product innovation. It explores means of measurement and revealed patterns of the extent of product innovation; the economic analysis of the forces driving the demand for, the supply of, and incentives to generate new products; empirical evidence upon the determinants of the extent of product innovation; the diffusion of product innovations; product innovation and firm performance; price measurement under product innovation; product innovation and welfare; and public policy and product innovation.

Buy, Buy Baby

Buy, Buy Baby
Author: Susan Gregory Thomas
Publisher: Houghton Mifflin Harcourt
Total Pages: 292
Release: 2009
Genre: Business & Economics
ISBN: 9780547237954

An investigative journalist examines how marketers exploit infants and toddlers and the broad, often shocking impact of that exploitation on our society It's no secret that toy and media corporations manipulate the insecurities of parents to move their products, but Buy, Buy Baby unveils the chilling fact that these corporations are using -- and often funding -- the latest research in child development to sell directly to babies and toddlers. Susan Gregory Thomas offers even more unnerving epiphanies: the lack of evidence that "educational" shows and toys provide any educational benefit at all for young children and the growing evidence that some of these products actually impair early development and could harm our kids socially and cognitively for life. Underlying these revelations is a dangerous economic and cultural shift: our kids are becoming consumers at alarmingly young ages and suffering all the ills that rampant materialism used to visit only on adults -- from anxiety to hypercompetitiveness to depression. Thomas blends prodigious reportage with an empathetic voice. Her two daughters were toddlers while she wrote this book, and she never loses sight of the temporal and emotional challenges that parents face. She shows how we can help our kids live at their natural pace, not the frenetic clip that serves only the toddler-industrial complex. Buy, Buy Baby helps us fight the power marketers wield by exposing the false fears they spread.

Advanced Introduction to Pricing Strategy and Analytics

Advanced Introduction to Pricing Strategy and Analytics
Author: Vithala R. Rao
Publisher: Edward Elgar Publishing
Total Pages: 321
Release: 2023-01-20
Genre: Business & Economics
ISBN: 1788110080

This Advanced Introduction explores strategies of pricing products (goods and services) that can be employed by a firm. The analytical techniques and data necessary for implementing the pricing strategies are described in an easy-to-understand manner, along with examples. Pricing strategies covered include cost-plus, reference value pricing, product line pricing, pricing product bundles, pricing over time, pricing under competition, and subscription pricing.

Handbook of New Product Development Management

Handbook of New Product Development Management
Author: Christoph Loch
Publisher: Routledge
Total Pages: 560
Release: 2008
Genre: Business & Economics
ISBN: 0750685522

This text provides a comprehensive view of the challenges in managing the development of new products from well-known and leading contributors in the field.

How to Get Away with Murder in Marketing: Forensic Marketing

How to Get Away with Murder in Marketing: Forensic Marketing
Author: D. Anthony Miles
Publisher: Archway Publishing
Total Pages: 356
Release: 2020-10-12
Genre: Business & Economics
ISBN: 1480894508

This is a must-have book for marketing professionals, business professionals, consultants, and MBA students. This book provides a comprehensive introduction to forensic marketing. D. Anthony Miles, CEO and founder of Miles Development Industries Corporation(R), a consulting practice/venture capital acquisition firm, shares detailed forensic marketing frameworks that will help you conduct a rigorous forensic investigation. He focuses on: • Five types of marketing evidence categories; • Different types of forensic marketing investigations; • Four types of forensic investigation of marketing financial statements; • Ways to conduct an audit and minimize blind spots in an investigation. The book explains how to use numerous analytical tools, such as a market position analysis, competitive intelligence analysis, law and policy analysis, pricing analysis, branding audit, customer relationship auditing, and more. Get an arsenal of tools to conduct a forensic marketing investigation with this complete guide aimed at practitioners, theorists, and business students. Miles has made forensic marketing investigation methods accessible to business professionals and students. "How To Get Away With Murder in Marketing" contains numerous useful investigative frameworks and images to help conduct a forensic marketing investigation. "How To Get Away With Murder in Marketing" gives readers the confidence to do a forensic marketing investigation. Forensic marketing investigation requires specific tools and skills. "How To Get Away With Murder in Marketing" provides the tools to help the business profession build those skills. This book will teach you how to be a forensic marketing expert. The book provides readers with access to forensic marketing investigative frameworks and analytical models to help you solve marketing problems. For readers this book is filled with forensic marketing tools and analytical techniques to help the marketing expert solve marketing problems. The practice of an effective forensic marketing investigation is provided and shows how to implement an effective investigation into marketing problems. Throughout the following chapters, readers will learn about five categories of evidence that include information such as data, sales, marketing financials, market reports, law and policy, market size, market share, financial resources, historical performance, current market position, product and firm, customer market segments, pricing models, fixed costs, variable costs, revenue, unit contribution, breakeven, product lines, brand awareness, brand strength, brand differentiation, brand presence, brand relevance, and brand performance. In this book, readers are provided with five categories of forensic marketing tools are illustrated, complete with examples of demonstrating applications in the real-world marketing problems. This area of specialty will be considered the top niche market in the marketing profession. "How To Get Away With Murder in Marketing" should be required reading for practitioners, theorists and business students.

World Intellectual Property Report 2013: Brand - Reputation and Image in the Global Marketplace

World Intellectual Property Report 2013: Brand - Reputation and Image in the Global Marketplace
Author: World Intellectual Property Organization
Publisher: WIPO
Total Pages: 141
Release: 2013
Genre: Law
ISBN: 9280524119

WIPO's World Intellectual Property Report 2013 explores the role that brands play in today’s global marketplace. The Report looks at how branding behavior and trademark use have evolved in recent history, how they differ across countries, what is behind markets for brands, what lessons economic research holds for trademark policy, and how branding strategies influence companies' innovation activities.

Microeconomics, Competition and Strategic Behaviour

Microeconomics, Competition and Strategic Behaviour
Author: Markus Thomas Münter
Publisher: UTB
Total Pages: 421
Release: 2022-09-05
Genre: Business & Economics
ISBN: 3825259080

Microeconomics is not applied math – frameworks in this book are regularly in use in daily managerial practice and strategic decision-making. Numerous case studies cover price discrimination, economies of scale, digital business models, game theory, dealing with uncertainty, entry barriers or sunk costs – all of which are crucial for understanding market dynamics and competitive behaviour.