一、“品牌经理”的创始者品牌经理(brand man-ager)或称产品经理(Product manager)的概念是用广告费最多的宝洁公司(procter& Gamble)在1913年提出的。他们在1926年开始销售佳美香皂(camaySoap),这是和象牙肥皂相竞争的。他们的高级人员麦克爱尔洛负责佳美香皂的销售工作,但销路不广。按照一般规律,当一种新产品投入市场时,老产品往往要退出市场,为新产品所替代。他觉得这样做不是办法。同时,要由几个负责同类产品的推广和广告,容易顾此失彼。于是向公司的最高领 The concept of “brand man-ager” or “product manager” of a “brand manager” was proposed in 1913 by Procter & Gamble, which had the most advertising fees. They started selling camay Soap in 1926, which competes with ivory soap. Their senior staff, McEllow, is responsible for the sales of Camry’s soaps, but their sales are not widespread. According to the general law, when a new product is put into the market, old products often have to be withdrawn from the market and replaced by new products. He thinks this is not the solution. At the same time, there are several responsible for the promotion and advertising of similar products, and it is easy to miss them. So to the company’s top leader