Some effects of changes in brand management systems: issues and implications

Abstract

Asserts that the traditional approach to brand management is changing and there has been a quiet shift towards a new structural paradigm in the marketing organization. This change represents a move away from a system that focuses on the individual brand manager, who is responsible for all the business activities that relate to ensuring the success of a specific brand. Investigates the ways that these new marketing organizational structures will affect competitive advantage. Outlines a proposed holistic systems framework.

Citation

Prevel Katsanis, L. (1999), "Some effects of changes in brand management systems: issues and implications", International Marketing Review, Vol. 16 No. 6, pp. 518-532. https://doi.org/10.1108/02651339910300486