COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC
The purpose of the paper is to present partial results of an independent research project. The author´s choice of the position “Brand Manager” was influenced by the fact that branding is a very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requireme...
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Format: | Article |
Language: | English |
Published: |
Tomas Bata University in Zlín
2017-12-01
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Series: | Journal of Competitiveness |
Subjects: | |
Online Access: | http://www.cjournal.cz/files/271.pdf |