Organising for Retail Brand Management

Andrew Wileman and Michael Jary

Chapter 8 in Retail Power Plays: From Trading to Brand Leadership, 1997, pp 123-133 from Palgrave Macmillan

Abstract: 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.

Keywords: Supply Selection; Category Management; Private Label; Store Brand; Range Management (search for similar items in EconPapers)
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-14378-8_9

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DOI: 10.1007/978-1-349-14378-8_9

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