Industrial marketing in the new branding area

Paul Moers has once again written a very lucid book. It contains many real life examples, which can be applied to concrete situations in everyday business situations. It is a must read for industrial companies striving for added value in their relationship with manufacturers of private labels and private brands.Heleen van Benthem, General Manager,Meester Stegeman (a Smithfield Food company)This book illustrates clearly how a new balance is emerging between manufacturer brands, private labels and private brands. Driving force behind both are quality, the ability to differentiate and customer loyalty. In positioning those product groups packaging plays an important role. I am convinced that cooperation throughout the value chain is of crucial importance to achieving efficient and effective success. It is not only about intiating and implementing innovative concepts, but also about cost effectiveness and ensuring very high and consistent product quality. The book offers an interesting reconnaissance to this field.Wim Hamers, Director,Commercial Corus Packaging PlusPaul Moers has succeeded again in explaining the newest marketing strategies for a broad audience. Branding as partner of Innovation for the entrepreneurs in the B2C as well as the B2B arena.Dr. Krijn Rietveld, MBA. Senior Vice President, Head of New Business Development, DSM Nutritional Products. (Kaiseraugst, Switzerland)Illustrated by many real-life examples, this book provides clear insights for manufacturers of private labels and private brands in how they can add value to their retail customers with the help of industrial suppliers. The manufacturers ability to implement the concept of connectivity will be of vital importance to their future success.Jacco van Ham, Global manager CR category Shell retail