Matches in SemOpenAlex for { <https://semopenalex.org/work/W156730568> ?p ?o ?g. }
Showing items 1 to 84 of
84
with 100 items per page.
- W156730568 endingPage "262" @default.
- W156730568 startingPage "231" @default.
- W156730568 abstract "In this chapter we will apply the ideas about matching the marketing management support system with the decision situation of the marketer by developing an MMSS that is tailor-made to a specific marketing function, that of a brand manager in fast-moving consumer goods (FMCG). The brand management or product management system originated at Procter and Gamble in the 1920s and has become the dominant way of organizing the marketing function in FMCG companies (Buell 1975; Arnold 1992). The principal difference between the brand management system and the so-called functional organization of marketing is that in the former the different marketing functions for a product (i.e., product definition, pricing, advertising, sales promotion and distribution, and market research) are the responsibility of one and the same person: the brand manager, also called the product manager (Kotler 1997). Although no two products or markets are identical, all product managers use a common set of concepts, indicators, and ways of reasoning in carrying out their jobs. This makes it worthwhile to develop a system that can support everyone who fulfills the function of brand manager in FMCG markets.KeywordsMarket ShareProduct ManagerProduct ClassMarketing ProgramBrand AwarenessThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves." @default.
- W156730568 created "2016-06-24" @default.
- W156730568 creator A5002381464 @default.
- W156730568 creator A5031040167 @default.
- W156730568 creator A5049235570 @default.
- W156730568 date "2000-01-01" @default.
- W156730568 modified "2023-09-27" @default.
- W156730568 title "BRANDFRAME: A Marketing Management Support System for the Brand Manager" @default.
- W156730568 doi "https://doi.org/10.1007/978-1-4615-4595-8_8" @default.
- W156730568 hasPublicationYear "2000" @default.
- W156730568 type Work @default.
- W156730568 sameAs 156730568 @default.
- W156730568 citedByCount "6" @default.
- W156730568 crossrefType "book-chapter" @default.
- W156730568 hasAuthorship W156730568A5002381464 @default.
- W156730568 hasAuthorship W156730568A5031040167 @default.
- W156730568 hasAuthorship W156730568A5049235570 @default.
- W156730568 hasConcept C112698675 @default.
- W156730568 hasConcept C14036430 @default.
- W156730568 hasConcept C144133560 @default.
- W156730568 hasConcept C152455256 @default.
- W156730568 hasConcept C162853370 @default.
- W156730568 hasConcept C192975520 @default.
- W156730568 hasConcept C19351080 @default.
- W156730568 hasConcept C2524010 @default.
- W156730568 hasConcept C2778738759 @default.
- W156730568 hasConcept C33923547 @default.
- W156730568 hasConcept C39453970 @default.
- W156730568 hasConcept C48891531 @default.
- W156730568 hasConcept C545102676 @default.
- W156730568 hasConcept C57375061 @default.
- W156730568 hasConcept C78458016 @default.
- W156730568 hasConcept C86803240 @default.
- W156730568 hasConcept C90673727 @default.
- W156730568 hasConcept C93032411 @default.
- W156730568 hasConcept C98495876 @default.
- W156730568 hasConceptScore W156730568C112698675 @default.
- W156730568 hasConceptScore W156730568C14036430 @default.
- W156730568 hasConceptScore W156730568C144133560 @default.
- W156730568 hasConceptScore W156730568C152455256 @default.
- W156730568 hasConceptScore W156730568C162853370 @default.
- W156730568 hasConceptScore W156730568C192975520 @default.
- W156730568 hasConceptScore W156730568C19351080 @default.
- W156730568 hasConceptScore W156730568C2524010 @default.
- W156730568 hasConceptScore W156730568C2778738759 @default.
- W156730568 hasConceptScore W156730568C33923547 @default.
- W156730568 hasConceptScore W156730568C39453970 @default.
- W156730568 hasConceptScore W156730568C48891531 @default.
- W156730568 hasConceptScore W156730568C545102676 @default.
- W156730568 hasConceptScore W156730568C57375061 @default.
- W156730568 hasConceptScore W156730568C78458016 @default.
- W156730568 hasConceptScore W156730568C86803240 @default.
- W156730568 hasConceptScore W156730568C90673727 @default.
- W156730568 hasConceptScore W156730568C93032411 @default.
- W156730568 hasConceptScore W156730568C98495876 @default.
- W156730568 hasLocation W1567305681 @default.
- W156730568 hasOpenAccess W156730568 @default.
- W156730568 hasPrimaryLocation W1567305681 @default.
- W156730568 hasRelatedWork W1500233738 @default.
- W156730568 hasRelatedWork W1501616613 @default.
- W156730568 hasRelatedWork W1989034893 @default.
- W156730568 hasRelatedWork W2020522726 @default.
- W156730568 hasRelatedWork W2187379224 @default.
- W156730568 hasRelatedWork W2279759592 @default.
- W156730568 hasRelatedWork W2337253731 @default.
- W156730568 hasRelatedWork W2355428923 @default.
- W156730568 hasRelatedWork W2372821562 @default.
- W156730568 hasRelatedWork W2378737948 @default.
- W156730568 hasRelatedWork W2476327032 @default.
- W156730568 hasRelatedWork W2994078885 @default.
- W156730568 hasRelatedWork W3009922281 @default.
- W156730568 hasRelatedWork W3020969975 @default.
- W156730568 hasRelatedWork W3156484715 @default.
- W156730568 hasRelatedWork W3165457850 @default.
- W156730568 hasRelatedWork W592857209 @default.
- W156730568 hasRelatedWork W775102128 @default.
- W156730568 hasRelatedWork W7816154 @default.
- W156730568 hasRelatedWork W2903741701 @default.
- W156730568 isParatext "false" @default.
- W156730568 isRetracted "false" @default.
- W156730568 magId "156730568" @default.
- W156730568 workType "book-chapter" @default.