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The Changing Role of the Product Manager in Consumer Goods Companies

Victor P. Buell
Journal of Marketing
Vol. 39, No. 3 (Jul., 1975), pp. 3-11
DOI: 10.2307/1250895
Stable URL: http://www.jstor.org/stable/1250895
Page Count: 9
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Changing Role of the Product Manager in Consumer Goods Companies
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Abstract

The role of the product manager in consumer goods companies continues to be controversial, particularly with respect to the management of advertising. This study, made among top and middle managers in companies that lead the nation in advertising expenditures, shows how these companies are attempting to strengthen the planning and coordination functions of product managers while restricting their authority to make decisions.

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