The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation - Archive ouverte HAL
Communication Dans Un Congrès Année : 2016

The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation

Résumé

Since the 1930s, the Brand Manager System (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (1994) to make a historical analysis of the BMS evolution. The analysis of 44 academic articles highlights three periods. Today, Brand Managers are supposed to act both as absolute experts and galvanic facilitators.
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Dates et versions

hal-02472045 , version 1 (09-02-2020)

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  • HAL Id : hal-02472045 , version 1

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Isabelle Aimé, Fabienne Berger-Remy, Marie-Eve Laporte. The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation. 19th World Marketing Congress, Academy of Marketing Science, Jul 2016, Paris, France. ⟨hal-02472045⟩
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