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.
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© 1997 Andrew Wileman and Michael Jary
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Wileman, A., Jary, M. (1997). Organising for Retail Brand Management. In: Retail Power Plays: From Trading to Brand Leadership. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-14378-8_9
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DOI: https://doi.org/10.1007/978-1-349-14378-8_9
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-14380-1
Online ISBN: 978-1-349-14378-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)