"RIV/27266150:_____/12:#0000027" . "brand manager, skills, qualification, human factor, marketing organization, responsibilities, product manager, psychological requirements, capabilities, knowledge"@en . . "\u010Cl\u00E1nek je zam\u011B\u0159en na lidsk\u00FD faktor, kter\u00FD zeslabuje \u00FA\u010Dinnost produktov\u011B orientovan\u00E9 organizace marketingu, ozna\u010Dovan\u00E9 jako produktov\u00FD management. V\u00A0n\u00E1vaznosti na b\u00E1d\u00E1n\u00ED v\u00A0odboru sekund\u00E1rn\u00EDch dat autorka navrhla a realizovala vlastn\u00ED dvouetapov\u00FD v\u00FDzkumn\u00FD projekt. Z\u00A0jeho prvn\u00ED etapy, ve kter\u00E9 uplatnila metodu obsahov\u00E9 anal\u00FDzy n\u00E1borov\u00FDch inzer\u00E1t\u016F, vze\u0161el soupis po\u017Eadavk\u016F, kter\u00E9 jsou na kandid\u00E1ty na pozici \u201EBrand mana\u017Eer\u201C v\u00A0\u010Cesk\u00E9 republice kladeny. V\u00A0t\u00E9to f\u00E1zi se autorce nepoda\u0159ilo potvrdit p\u0159evl\u00E1daj\u00EDc\u00ED n\u00E1zor odborn\u00E9 ve\u0159ejnosti, \u017Ee role brand mana\u017Eer\u016F je rol\u00ED individu\u00E1ln\u00EDho koordin\u00E1tora. Proto se autorka rozhodla pokra\u010Dovat ve v\u00FDzkumn\u00E9m projektu a ov\u011B\u0159it aktu\u00E1lnost konceptu produktov\u00E9ho managementu na vzorku organizac\u00ED se s\u00EDdlem na \u00FAzem\u00ED \u010Cesk\u00E9 republiky. P\u0159evaha koordina\u010Dn\u00ED role nad realiza\u010Dn\u00ED rol\u00ED byla prok\u00E1z\u00E1na v cel\u00E9m souboru i v analyzovan\u00FDch segmentech pro jedin\u00FD okruh \u010Dinnost\u00ED, kter\u00E9 spo\u010D\u00EDvaj\u00ED ve sb\u011Bru a zpracov\u00E1v\u00E1n\u00ED informac\u00ED pro marketingovou anal\u00FDzu. V\u00A0n\u00E1vaznosti na v\u00FDzkumn\u00FD projekt autorka vytvo\u0159ila typovou pozici \u201EMana\u017Eer produktov\u00E9 zna\u010Dky\u201C, kter\u00E1 definuje \u010Dinnosti brand mana\u017Eera, charakter jeho pr\u00E1ce a obvykl\u00E9 pracovn\u00ED podm\u00EDnky."@cs . . "The article is aimed at a human factor, which intensifies or reduces the effectiveness of product oriented marketing designed as product management. To deal with this issue interdisciplinary approach was best to apply, because theoretical resources and current state analysis of the topic as well as tendencies in its development required research in several disciplines. The author\u00B4s objective was to describe the skills, education, experience and attributes required for the Brand Manager position as well as to provide a look insight in to a realistic picture of brand manager\u00B4s job. For succeeding empiric research both qualitative and quantitative methodology were used. The research proved that Brand managers are more often viewed as implementers of the marketing planning process than product managers. The data obtained by studying and by my own empiric research were used to create the type position of a brand manager. This position hasn\u00B4t been standardised in the Czech Republic yet."@en . . . "147018" . . "Lidsk\u00FD faktor v brand managementu" . . . . "Lidsk\u00FD faktor v brand managementu"@cs . . "RIV/27266150:_____/12:#0000027!RIV13-MSM-27266150" . . . "1"^^ . . "Human Factor in Brand Management"@en . . . "1"^^ . . "Wroblowsk\u00E1, Zuzana" . . "Lidsk\u00FD faktor v brand managementu" . . . . . "N" . . "\u010Cl\u00E1nek je zam\u011B\u0159en na lidsk\u00FD faktor, kter\u00FD zeslabuje \u00FA\u010Dinnost produktov\u011B orientovan\u00E9 organizace marketingu, ozna\u010Dovan\u00E9 jako produktov\u00FD management. V\u00A0n\u00E1vaznosti na b\u00E1d\u00E1n\u00ED v\u00A0odboru sekund\u00E1rn\u00EDch dat autorka navrhla a realizovala vlastn\u00ED dvouetapov\u00FD v\u00FDzkumn\u00FD projekt. Z\u00A0jeho prvn\u00ED etapy, ve kter\u00E9 uplatnila metodu obsahov\u00E9 anal\u00FDzy n\u00E1borov\u00FDch inzer\u00E1t\u016F, vze\u0161el soupis po\u017Eadavk\u016F, kter\u00E9 jsou na kandid\u00E1ty na pozici \u201EBrand mana\u017Eer\u201C v\u00A0\u010Cesk\u00E9 republice kladeny. V\u00A0t\u00E9to f\u00E1zi se autorce nepoda\u0159ilo potvrdit p\u0159evl\u00E1daj\u00EDc\u00ED n\u00E1zor odborn\u00E9 ve\u0159ejnosti, \u017Ee role brand mana\u017Eer\u016F je rol\u00ED individu\u00E1ln\u00EDho koordin\u00E1tora. Proto se autorka rozhodla pokra\u010Dovat ve v\u00FDzkumn\u00E9m projektu a ov\u011B\u0159it aktu\u00E1lnost konceptu produktov\u00E9ho managementu na vzorku organizac\u00ED se s\u00EDdlem na \u00FAzem\u00ED \u010Cesk\u00E9 republiky. P\u0159evaha koordina\u010Dn\u00ED role nad realiza\u010Dn\u00ED rol\u00ED byla prok\u00E1z\u00E1na v cel\u00E9m souboru i v analyzovan\u00FDch segmentech pro jedin\u00FD okruh \u010Dinnost\u00ED, kter\u00E9 spo\u010D\u00EDvaj\u00ED ve sb\u011Bru a zpracov\u00E1v\u00E1n\u00ED informac\u00ED pro marketingovou anal\u00FDzu. V\u00A0n\u00E1vaznosti na v\u00FDzkumn\u00FD projekt autorka vytvo\u0159ila typovou pozici \u201EMana\u017Eer produktov\u00E9 zna\u010Dky\u201C, kter\u00E1 definuje \u010Dinnosti brand mana\u017Eera, charakter jeho pr\u00E1ce a obvykl\u00E9 pracovn\u00ED podm\u00EDnky." . "Lidsk\u00FD faktor v brand managementu"@cs . "[9610A5C79FF6]" . "Human Factor in Brand Management"@en . .