Publication Type
Journal Article
Version
publishedVersion
Publication Date
5-1994
Abstract
We adopt a broad perspective. The issues affecting brand management go beyond those that can be dealt with by the set of articles constituting the special issue. A broad perspective enables us to sketch some directions for research. We discuss problems and opportunities posed by major market forces and their implications for product management. We adopt a "systems" view, which considers brand management as adaptive, responding not only to the actions of competitors, final and intermediate customers, and other stakeholders, but also to its own past actions and reputation. We distinguish brand managers from brand management and discuss some possibilities for new ways of organizing the function.
Discipline
Marketing
Research Areas
Marketing
Publication
Journal of Marketing
Volume
31
Issue
2
First Page
149
Last Page
158
ISSN
0022-2429
Identifier
10.2307/3152190
Embargo Period
10-12-2014
Citation
SHOCKER, Allan D.; SRIVASTAVA, Rajendra K.; and RUEKERT, Robert W..
Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue. (1994). Journal of Marketing. 31, (2), 149-158.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4139
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