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 The Brand Management Structure in Consumer Packaged Goods. A Research Monograph on its Current Status and Future Prospects
Наименование:

The Brand Management Structure in Consumer Packaged Goods. A Research Monograph on its Current Status and Future Prospects

издательство Книга по Требованию Экономическая теория
Cтраниц 156        мягкая обложка       
Аннотация:The book makes interesting reading for managers, directors, business academics and students who take an interest in consumer packaged goods marketing. It concludes that, although changing environmental factors may call for modifications, the abandonment of the brand management structure is not foreseen; not even in the distant future. In the past decade or so, debate on the continued relevance of the brand management structure as a form of marketing organisation has intensified in the wake of changes that have taken place in the marketing environment. This book extends the discussion by juxtaposing the perceptions of two key parties in the FMCG equation; the manufacturer dimension and the retail chain dimension. The book establishes the current status and future prospects of the brand management structure. In addition, there is no mutual exclusivity in brand and category organisation; the two are compatible and can work jointly. Factors such as the increased power of information by grocery retail chains and the increased use of category measures of performance in the grocery sector are deemed to have rendered the brand manager organisational form obsolete.
Издательство: Книга по Требованию
Год:2008
Цена:
2415 руб
Нет в наличии
Поиск: The Brand Management Structure in Consumer Packaged Goods. A Research Monograph on its Current Status and Future Prospects
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
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