Requirements for Brand Managers in the Context of Knowledge Management

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F16%3A%230000060" target="_blank" >RIV/02819180:_____/16:#0000060 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Requirements for Brand Managers in the Context of Knowledge Management
Original language description
The submitted paper is focused on abilities and behavioural competencies of Brand Manager, a key role bearer in brand oriented marketing management. In order for brand managers succeed in an environment formed by deregulation information networks, globalization, consumer participation based on awareness and the ability of consumers to spread their voice and other external forces, they have to have both knowledge and personality prerequisites. The goal of the paper is to present partial results of an independent research and to connect them with a knowledge base regarding knowledge management and the human factor in product and brand oriented marketing. When addressing the issue, the interdisciplinary approach was applied. The goal of the primary survey was to check the situation of job offers for brand managers on the labour market.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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