Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be a successful brand manager today? What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?
Answer to relevant QuestionsWhat is an agency holding company? Discuss how the emergence of major holding companies is impacting the advertising industry as well as the entire field of integrated marketing communications. The chapter opener discusses the success of Volkswagen in the U.S. market over the past five years. Evaluate the advertising the Deutsch LA agency has done for Volkswagen of America and the role it has played in helping to ...Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact one’s buying decision.Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. ...The chapter opener discusses the series of problems Nike has had with some of its endorsers because of controversies that have arisen in their personal lives. Discuss how the problems surrounding these endorsers might impact ...
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