Brand Management Insights

Professor John M. McCann
Fuqua School of Business
Duke University

This section discusses the use of insight generation systems in brand management. It first develops the initial concepts that underlie this approach to marketing systems, and then expands these concepts through a discussion of a report writing assistant. The next two chapters focus on Marketing Gate, a prototype system that implements the report writing assistant concept.

The final chapter describes a follow-on system that implemented one brand manager's procedure for setting and monitoring the prices of his brand.

Some of the Marketing Gate material has appeared under a different title: "The Brand Manager's Assistant." (John M. McCann, William G. Lahti, and Justin Hill, "The Brand Manager's Assistant: A Knowledge-based System Approach to Brand Management," International Journal of Research in Marketing, Vol. 8, 1991)

Specific Topics

Conceptual Foundations

Report Writing Assistant

Marketing Gate

Marketing Gate's Knowledge

The Price Monitoring System