Problems and future of the brand management structure in the fast moving consumer goods industry: the viewpoint of brand managers in Greece

Panigyrakis, G.G. and Veloutsou, C. (2000) Problems and future of the brand management structure in the fast moving consumer goods industry: the viewpoint of brand managers in Greece. Journal of Marketing Management, 16(1-3), pp. 165-184. (doi: 10.1362/026725700785100424)

Abstract

This paper aims to examine the main problems and constraints 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. Based on the expressed doubts concerning the future of the structure, it researches the brand managers' opinions on the future development and existence of the position.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Panigyrakis, G.G., and Veloutsou, C.
• Subjects: H Social Sciences > HF Commerce
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Marketing Management
• ISSN: 0267-257X
• Published Online: 01 February 2010