This paper examines the perceived role, responsibilities and tasks of brand managers in fast moving consumer goods industries. It analyses their involvement in activities relevant to market analysis, strategic and tactical planning, implementation and evaluation of programmes and training of assistants and colleagues in Greece. The results proved that brand managers have a co-ordinating role and that their involvement in the strategic decision making of their brands is still limited
CITATION STYLE
Panigyrakis, G. G., & Veloutsou, C. A. (2015). Brand Manager’s Planning Role for Fast Moving Consumer Good Products. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 182–185). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_57
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