Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Marketing Review St. Gallen
Published in: Marketing Review St. Gallen 6/2012

01-12-2012 | QUALIFIKATIONEN

The Brand Manager – Current Tasks and Skill Requirements in FMCG Companies

Authors: Dr. Tim Oliver Brexendorf, Dr. Nils Daecke

Published in: Marketing Review St. Gallen | Issue 6/2012

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Excerpt

Although the importance of brand management has endured over time, managing strong brands is as difficult as ever and brand managers need to cope with a variety of challenges. The brand management function needs a partial rethinking since brand managers have to perform all the traditional tasks while also addressing new challenges. This article explores and describes the tasks and requirements of brand managers from the perspectives of a researcher and a manager working in a leading multi-national FMCG company. …
previous article The Perfect Marketeer – A Coordinator between Customer and Financial Market Focus
next article Zwölf Mythen der Inhouse-Weiterbildung im Marketing

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Marketing Review St. Gallen

Die Leitidee der Thexis ist immer eine realitätsorientierte Sicht auf das Marketing-management gewesen: Sowohl die Sichtweise der THEorie als auch der Blick-winkel der PraXIS erfassen nur Teilausschnitte der umfassenden Realität.

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
Literature
Bendapudi, N./Leone, R.P. (2003): Psychological Implications of Customer Participation in Co-production, in: Journal of Marketing, 67, 1, pp. 14-28.
Curtis, J. (1997): Salary Survey 1997, in: Marketing, 9th January, pp. 18-20.
Franzen, G./Moriarty, S. (2009): The Science and Art of Branding, New York.
Hankinson, G./Cowking, P. (1997): Branding in Practice: The Profile and Role of Brand Managers in the UK, in: Journal of Marketing Management, 13, pp. 239-64.
Herstein, R./Rotem, A./Rivin, L.A. (2008): Evaluating and Designing the Brand Management Curriculum of MBA Programs From the Perspective of Brand Managers’ Professional Needs, in: Marketing Education Review, 18, 2, pp. 35-44.
Low, G.S./Fullerton, R.A. (1994): Brands, Brand Management and the Brand Manager System, in: Journal of Marketing Research, 31, pp. 173-190.
McDaniel, C./Gray, D.A. (1980): The Product Manager, in: California Management Review, 23, 1, pp. 87-94.
Reibstein, D.J./Day, G./Wind, J. (2009): Guest Editorial: Is Marketing Academia Losing its Way?, in: Journal of Marketing, 73, July, p. 1-3.
Simms, J. (2008): Marketers Lack Influence in the Board-Room, in: Marketing, 15, January, pp. 1-4.
Tushman, M.L/O’Reilly, C.A./Penollosa, A./McGrath, D. (2007): Relevance and Rigor: Executive Education as a Lever in Shaping Practice and Research, in: Academy of Management Learning & Education, 6, 3, pp. 345-362.
Van de Ven, A.H./Johnson, P.E. (2006): Knowledge for Theory and Practice, in: Academy of Management Review, 31, 4, pp. 802-821.
Metadata
Title
The Brand Manager – Current Tasks and Skill Requirements in FMCG Companies
Authors
Dr. Tim Oliver Brexendorf
Dr. Nils Daecke
Publication date
01-12-2012
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 6/2012
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-012-0175-9

Other articles of this Issue 6/2012

Marketing Review St. Gallen 6/2012 Go to the issue

QUALIFIKATIONEN

Zwölf Mythen der Inhouse-Weiterbildung im Marketing

DANKSAGUNG

Danksagung

ZUKUNFT DES MARKETEERS

Das Ende der „Marketing-Philosophen“ – Zur Zukunft von Marketing und Marketeers

SCHNITTSTELLENMANAGER

Everybody’s Darling? Anforderungen der Stakeholder an den idealen Marketeer

SCHNITTSTELLENMANAGER

The Perfect Marketeer – A Coordinator between Customer and Financial Market Focus

QUALIFIKATIONEN

Kein Stress im Vertrieb – Die mentale Kompetenz entscheidet