Article1999

Brand managers’ interfaces in different consumer goods industries

George G. Panigyrakis · Cleopatra A. Veloutsou

18 citations0/0 files storedJournal of Product & Brand Management

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Marketing and Advertising Strategies Quality and Supply Management Consumer Behavior in Brand Consumption and Identification

Abstract

Focuses on how brand managers in fast‐moving consumer goods industries view their contacts with the various interfaces, allocate their working time and perceive the significance and quality of these contacts. Based on the product management literature, several hypotheses are proposed and empirically examined using data collected from a sample of 161 product managers, working for 48 companies in five different sectors in Greece. The results show that brand managers working in various sectors differ in the perception of their contacts with the various interfaces.

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References

1987Marketing's Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence 1986A Model for Studying R&D. Marketing Interface in the Product Innovation Process 1994Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation 1985A Boundary Theory Investigation of the Product Manager's Role 1993Reducing conflict between marketing and manufacturing 1984The Marketing Strategy Center: Diagnosing the Industrial Marketer's Interdisciplinary Role 1975The Changing Role of the Product Manager in Consumer Goods Companies 1982Conflicts between engineering and marketing units

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