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Organising for Retail Brand Management

In: Retail Power Plays: From Trading to Brand Leadership

Author

Listed:
  • Andrew Wileman
  • Michael Jary

Abstract

In fmcg producer organisations, the Marketing function, and specifically the brand manager, has been and continues to be king or queen. The brand manager drives brand strategy and marketing execution. The sales and production functions, while they work as a team with the brand manager and are equally essential to business results, at the end of the day carry less weight. This organisational structure, with its clear centre of authority, is simple and effective.

Suggested Citation

  • Andrew Wileman & Michael Jary, 1997. "Organising for Retail Brand Management," Palgrave Macmillan Books, in: Retail Power Plays: From Trading to Brand Leadership, chapter 8, pages 123-133, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14378-8_9
    DOI: 10.1007/978-1-349-14378-8_9
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