Brand Portfolio Management. Basic principles and recent trends

Lingua: inglese

Editore: GRIN Verlag Jan 2008, 2008

3638905853 / 9783638905855

Da: buchversandmimpf2000, Emtmannsberg, BAYE, Germaniabuchversandmimpf2000

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This item is printed on demand - Print on Demand Titel. Neuware -Diploma Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Aachen University of Applied Sciences, language: English, abstract: This paper argues that brand portfolio management is an inevitable discipline in marketing and has to be applied in the business practice. It presents the current literature about this topic, beginning with the general branding theories, covering basics and first approaches to brand portfolio management, and also takes the international focus on brand portfolio management. It shows a case-study of the fast moving consumer goods producer Unilever. Its ¿Path to Growth¿ strategy, where Unilever went through the biggest restructuring efforts in its history, is presented and analysed. The Unilever ¿Path to Growth¿ strategy, was a five year restructuring plan launched in 1999, in which Unilever sold an disinvested many established and smaller brands, cut substantial amounts of costs, laid off thousands of employees and restructured their brand portfolio considerably. The weaknesses and the benefits of ¿Path to Growth¿ are shown, and also brand portfolio management in general is described in this context. The Unilever case is analysed in detail. The motivations for brand portfolio management in general, and the specific restructuring campaign are shown and explained. Financial and qualitative analysis is taken. The outcome of the restructurings is evaluated and conclusions are taken. Recommendations for further studies are made and an outlook is given.GRIN Publishing GmbH, Waltherstraße 23, 80337 München 64 pp. Englisch.…

Codice articolo 9783638905855

Titolo
Brand Portfolio Management. Basic principles and recent trends
Autore
Frank Piotraschke
Editore
GRIN Verlag Jan 2008
Anno di pubblicazione
2008
Condizione
Neu
Rilegatura
Taschenbuch
Lingua
inglese
ISBN 10
3638905853
ISBN 13
9783638905855
Peso dell'articolo
107 grammi
Dimensioni
210x148x5 mm

buchversandmimpf2000

Emtmannsberg, BAYE, Germania

Venditore con 5 stelle

Venditore AbeBooks dal 23 gennaio 2017

Tariffe di spedizione da Germania a U.S.A.

ArticoloDa 60 a 60 giorni lavorativiDa 60 a 60 giorni lavorativi
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