Essay About Top Marketing Jobs And Life Of An Assistant Brand Manager

Market&Brand Management
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MARKET&BRAND MANAGEMENT Vault Career Guide to Marketing & Brand Management
Looking for a new challenge? The Vault Job Board has thousands
of top marketing jobs for all experience levels. Visit www.vault.com. xi
INTRODUCTION 1
BUILDING YOUR MARKETING FOUNDATION 11
ON THE JOB 29
GETTING HIRED 43
THE INTERVIEW 55
Vault Career Guide to Marketing & Brand Management
FINAL ANALYSIS 67
APPENDIX 69
MARKETING CASES
xii Щ 2001 Vault Inc.
Looking for a new challenge? The Vault Job Board has thousands
of top marketing jobs for all experience levels. Visit www.vault.com. 3
What is a marketer? The allure of brand
management
Marketing encompasses a wide variety of meanings and activities. Some
marketing positions are very close to sales, while others set overarching
marketing strategy. What marketing positions have in common is the sense
of ownership over the product or service, as well as the need to understand
customer needs and desires and translate those needs into some kind of
marketing communication, advertising campaign or sales effort. The
manager of product or service marketing is called the brand manager Ж he
or she is the ruler of that marketing universe.
Careers within the marketing/branding arena are high-profile. The business
world is now realizing that strong brands and solid marketing programs drive
shareholder value, and that companies can no longer make fundamental
strategy decisions without truly understanding how to market a product.
Todays business challenges Ж the quest for company growth, industry
consolidation and deregulation, economic webs, and the emergency of new
channels and technologies Ж make marketers even more valuable.
The titles of brand manager, product manager, and to a lesser extent,
marketing manager are often used to describe the same function Ж some
companies use one title, others use another. Marketing manager tends to be
used in industries other than consumer packaged goods; product manager is
often used in tech industries. “Brand management”