Abstract
[Autom. eng. transl.] The competitive positioning of private labels is profoundly differentiated depending on the different phases of the "life cycle" of distribution branding. The market share of MDDs, in fact, tends to grow from the first phase (also called 1st generation) to the fourth (also called 4th generation)
| Translated title of the contribution | [Autom. eng. transl.] The positioning of private labels |
|---|---|
| Original language | Italian |
| Title of host publication | Retailing & Trade Marketing. Le sfide commerciali nell'epoca della complessità |
| Pages | 263-269 |
| Number of pages | 7 |
| Volume | 2023 |
| Publication status | Published - 2023 |
Keywords
- Private label
- Quota di mercato delle MDD
- Ciclo di vita del branding distributivo