THE INDUSTRIAL BRAND MANAGER – Product Manager and Brand Communicator.
(2004)Department of Business Administration
- Abstract
- The main objective of this thesis is to study the brand manager’s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of brand managers’ role and responsibilities within the B2C environment which is already quite far ahead in the development of the brand management thinking.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1340871
- author
- Hagström, Mia and Marciniak, Anna
- supervisor
- organization
- year
- 2004
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- industrial brand manager, brand manager, industrial brand management, brand management, business to business, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1340871
- date added to LUP
- 2004-10-06 00:00:00
- date last changed
- 2012-04-02 15:15:23
@misc{1340871, abstract = {{The main objective of this thesis is to study the brand manager’s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of brand managers’ role and responsibilities within the B2C environment which is already quite far ahead in the development of the brand management thinking.}}, author = {{Hagström, Mia and Marciniak, Anna}}, language = {{swe}}, note = {{Student Paper}}, title = {{THE INDUSTRIAL BRAND MANAGER – Product Manager and Brand Communicator.}}, year = {{2004}}, }