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THE INDUSTRIAL BRAND MANAGER – Product Manager and Brand Communicator.

Hagström, Mia and Marciniak, Anna (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.
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author
Hagström, Mia and Marciniak, Anna
supervisor
organization
year
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
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},
  keyword      = {industrial brand manager,brand manager,industrial brand management,brand management,business to business,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {THE INDUSTRIAL BRAND MANAGER – Product Manager and Brand Communicator.},
  year         = {2004},
}