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| Author: | Panigyrakis, G.G. Veloutsou, C.A. |
| Title: | Problems and future of the brand management structure in the fast moving consumer goods industry: the viewpoint of brand managers in Greece |
| Journal: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 165-184 |
| Index terms: | Brands Consumer goods Management structure Greece |
| Language: | eng |
| Abstract: | This paper aims to examine the main problems of the traditional brand management system and to give insight into the main trends for its future development. It reviews changes which have occurred at the main environmental variables, influencing the structure, and the problems that brand managers must deal with. |
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