Requirements for Brand Managers in the Context of Knowledge Management

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Requirements for Brand Managers in the Context of Knowledge Management

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Requirements for Brand Managers in the Context of Knowledge Management

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Management trends into turbulent environment

ISBN

9788075094490

Počet stran výsledku

12

Strana od-do

58-69

Počet stran knihy

189

Název nakladatele

Mendel University in Brno

Místo vydání

Brno

Kód UT WoS kapitoly

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