Essays about: "Brand manager role"

Showing result 1 - 5 of 8 essays containing the words Brand manager role.

  1. 1. Customer Relationships and Physical Stores in Omnichannel Context: A Qualitative Study of Retail Brand and Store Manager Perspectives

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Song Thu Nguyen; Joo Won Lee; [2023]
    Keywords : Customer Relationships; Physical Stores; Omnichannel Context; Retailing; CRM; Relationship Marketing; Business and Economics;

    Abstract : This research paper delves into the complex domain of customer relationships within the physical stores of an omnichannel context. The primary objective is to provide a comprehensive understanding of the strategic management of these relationships by retail brands and store managers. READ MORE

  3. 2. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lisa Sjöberg; Inga Maslowski; [2023]
    Keywords : Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

    Abstract : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. READ MORE

  4. 3. Gen Z @ Work: A Changing Management Situation : A Qualitative Study of Generation Z in a Remote Working Environment from a Management Perspective

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Simon Ljungquist; Simon Lund; [2023]
    Keywords : remote work; generation z; motivation; loyalty; management; leadership;

    Abstract : Background: Remote work has in recent years been adapted by many organizations and are described to challenge the traditional managerial role. Simultaneously, generation Z are taking an increasingly large part of the labor market and bring new behaviors to organizations and managers. READ MORE

  5. 4. Marketing managers in the age of AI : A multiple-case study of B2C firms

    University essay from Umeå universitet/Företagsekonomi

    Author : Alex Mugrauer; Johannes Pers; [2019]
    Keywords : artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Abstract : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. READ MORE

  6. 5. The power of experiences

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Annemette Tolstrup Laursen; [2017]
    Keywords : experiential marketing; value co-creation; value proposition; relationship marketing; marketing action research; Social Sciences;

    Abstract : Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. READ MORE