The Brand Manager's Assistant: A knowledge-based system approach to brand management

Journal Article (Journal Article)

This paper describes the conceptualization and prototyping of the Brand Manager's Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building marketing systems to support the brand management function. Then, the notion of object-oriented design is introduced, followed by a description of the implementation of the conceptual framework in an object-oriented programming environment. An example implementation is used to illustrate the concepts and the object-oriented design approach. © 1991.

Full Text

Duke Authors

Cited Authors

  • McCann, JM; Lahti, WG; Hill, J

Published Date

  • January 1, 1991

Published In

Volume / Issue

  • 8 / 1

Start / End Page

  • 51 - 73

International Standard Serial Number (ISSN)

  • 0167-8116

Digital Object Identifier (DOI)

  • 10.1016/0167-8116(91)90007-T

Citation Source

  • Scopus