Brand Manager as a Knowledge Worker

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F16%3A%230000063" target="_blank" >RIV/02819180:_____/16:#0000063 - 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
Brand Manager as a Knowledge Worker
Original language description
The submitted paper is focused on abilities and behavioural competencies of a brand manager, a key role bearer in brand oriented marketing management. In order for brand managers to 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 research was designed to verify that a brand manager is an example of a knowledge worker in the 21st century and to provide proof that the business practice sees him/her as such. The author finds it useful to focus on requirements on brand managers also because it is a subject relevant to both sides of the labour market: for candidates for this job and for employers looking for the most capable candidates.
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

Article name in the collection
International Conference on Management: Trends of Management in the Contemporary Society
ISBN
9788075094513
ISSN
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e-ISSN
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Number of pages
4
Pages from-to
251-254
Publisher name
Mendelova univerzita v Brně
Place of publication
Brno
Event location
Brno
Event date
Jan 1, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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