Beyond brand management – the anatomy of the 21st-century marketing professional
Richard RawlinsonBooz Allen Hamilton, London
In the 1920s, the Radio Corporation of America invented the broadcast network, a mass communications medium as broad in scope and reach as the contiguous United States. In the 1930s, Procter & Gamble Company, recognising the growth opportunities in this newly connected mass consumer market, revolutionised marketing with the introduction of brand management.
This new organisational structure enabled multiple brands from a single company to compete in the same product category by providing each brand with a dedicated team of professionals and specialised...