Publication Type

Journal Article

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

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://www.jstor.org/stable/3152190

Included in

Marketing Commons

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