Brand Manager as a Knowledge Worker

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Brand Manager as a Knowledge Worker

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Brand Manager as a Knowledge Worker

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

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 statě ve sborníku

International Conference on Management: Trends of Management in the Contemporary Society

ISBN

9788075094513

ISSN

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e-ISSN

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Počet stran výsledku

4

Strana od-do

251-254

Název nakladatele

Mendelova univerzita v Brně

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

1. 1. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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