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- W2476327032 abstract "In fmcg producer organisations, the Marketing function, and specifically the brand manager, has been and continues to be king or queen. The brand manager drives brand strategy and marketing execution. The sales and production functions, while they work as a team with the brand manager and are equally essential to business results, at the end of the day carry less weight. This organisational structure, with its clear centre of authority, is simple and effective." @default.
- W2476327032 created "2016-08-23" @default.
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- W2476327032 date "1997-01-01" @default.
- W2476327032 modified "2023-09-25" @default.
- W2476327032 title "Organising for Retail Brand Management" @default.
- W2476327032 doi "https://doi.org/10.1007/978-1-349-14378-8_9" @default.
- W2476327032 hasPublicationYear "1997" @default.
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