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.
Journal of Marketing
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/4139
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