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

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.

Duke Scholars

Author John M. McCann Fuqua School of Business