Strategic Marketing Management: A Business Process Approach

ISBN-13: 9781844800001 / Angielski / Miękka / 2009 / 512 str.

Louis Moutinho

Opis

Integrates Marketing with other aspects of Management such as strategy, organisational theory, strategic financial management and management accounting, HRM, information systems, corporate image and communications, operations management and logistics. This title draws heavily on Business Process Re-engineering (BPR).

Spis treści

Chapter 1. General Concept: Process Based Management. Chapter 2. Customer Focused Management. Chapter 3. Environmental Scanning and Strategy. Chapter 4. Demand Management (Market and TechnologyForecasting). Chapter 5. Strategic Corporate Knowledge. Chapter 6. Strategic Information Systems. Chapter 7. Marketing Measurement and Analysis. Chapter 8. Market Value Chain Management.- customer acquisition,order generation and fulfilment Chapter 9. Customer Relationship Management. Chapter 10. Operations and Marketing Programming (outsourcingetc). Chapter 11. Distribution Product Category Management and newdelivery channels. Chapter 12. Market to Collection (Marketing mix management andFinancial Management). Chapter 13. Reputation Management (Corporate Image andCommunication) Chapter 14. Innovation Management, Time to market and solutionsdesign. Chapter 15. Solutions Design Chapter 16. Strategic Planning Effectiveness and PerformanceMeasurement. Chapter 17. Financial Appropriation and return (budgeting, allocationof resources). Chapter 18. Strategic Brand Management. Chapter 19. Managing the Marketing and e business interface Chapter 20. Cross Boundary and Global (International) Management. Chapter 21. Future trends in process based marketing management.

O autorze

Luiz Moutinho completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, as well as visiting Professorship positions in Taiwan, Lithuania, Slovenia, Portugal, New Zealand and Brazil. He has been a Director of Doctoral programme for seventeen years, (i.e. for the Confederation of Scottish Business Schools, Cardiff Business School and School of Business and Management, University of Glasgow). Luiz Moutinho has been a full Professor of Marketing since 1989 and was appointed in 1996 to the Foundation Chair of Marketing at the University of Glasgow. He has published nineteen books and has published extensively in academic journals both in the UK and the USA, e.g. Journal of Business Research, European Journal of Marketing, etc.Current research interests include mathematical and computer modelling in marketing, consumer behaviour, and marketing of services. He is the Editor of the Journal of Modelling in Marketing and Management (JM2). Geoff Southern is Director of MSc Programmes in Management at the University of Glasgow. An engineer by training he combined study with work in the electrical construction and machine tool industries before going on to complete a PhD in shipbuilding. Following a period in the UK national ship research institution, he entered academia and has researched and taught at Newcastle and Hull Universities before joining the University of Glasgow to teach Operations Management in the Business School. At Glasgow he was Director of the MBA before being appointed to his present post as Director of the MSc in Management. Under his direction the programme has grown from 28 to about 200 students in about four years, and the number of specialist streams has increased from two to eight. He now concentrates on innovative teaching and programme design to satisfy the ever-increasing demands of international management students.