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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250895
Page Count: 9
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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.
Journal of Marketing © 1975 American Marketing Association