Brand management always requires the definition of a strategy, in order to maintain and strengthen relationships with customers. Brand management makes it possible for companies to pursue a variety of goals, which is the aim of every company. Also in B2B, it is crucial to properly assess the opportunities, and related commitments, linked to brand management. A particular business-to-business context occurs due to the progressively growing phenomenon of private labels. After their success in supermarkets, private labels have also gained a foothold in the wholesale trade. Therefore, for some manufacturing firms, a different channel is feasible and is represented by commercial companies that wish to submit their own brand products to end customers (supermarket chains) and professional operators (wholesale warehouses).
Gnecchi, F. (2018). B2B Brand Management and Private Labels Products. EUROPEAN SCIENTIFIC JOURNAL, 14(28), 115-127.
|Citazione:||Gnecchi, F. (2018). B2B Brand Management and Private Labels Products. EUROPEAN SCIENTIFIC JOURNAL, 14(28), 115-127.|
|Tipo:||Articolo in rivista - Articolo scientifico|
|Carattere della pubblicazione:||Scientifica|
|Presenza di un coautore afferente ad Istituzioni straniere:||No|
|Titolo:||B2B Brand Management and Private Labels Products|
GNECCHI, FLAVIO (Corresponding)
|Data di pubblicazione:||2018|
|Rivista:||EUROPEAN SCIENTIFIC JOURNAL|
|Digital Object Identifier (DOI):||http://dx.doi.org/10.19044/esj.2018.v14n28p115|
|Appare nelle tipologie:||01 - Articolo su rivista|