Strategic marketing management : a business process approach /

by Moutinho, Luiz
Additional authors: Southern, G
Published by : Cengage Learning EMEA (Hampshire, U.K.) Physical details: xxii, 490 p. 26 cm ISBN:9781844800001 (pbk.); 1844800008 (pbk.). Year: 2010
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Book (loan) Gräsvik
658.8 Available 85001943140

Includes bibliographical references and index

PART I. Introduction: Marketing and Business Processes. 1. Marketing and Process Based Management -- 2. Customer Focused Management -- PART II. Future Predicting Processes (Scenario Building and Forecasting). 3. Environmental Scanning and Strategy -- 4. Demand Management (Market and Technology Forecasting) --- PART III. Data Management Processes. 5. Strategic Corporate Knowledge -- 6. Strategic Information Systems -- 7. Marketing Measurement and Analysis --- PART IV. Keeping existing customer processes: (Order Fulfilment). 8. Market Value Chain Management -- 9. Customer Relationship Management and Marketing Insights -- 10. Operations and Marketing Programming -- 11. Distribution Product Category Management and New Delivery Channels --- PART V. Getting new customers processes (Order Acquisition). 12. Marketing and Resource Allocation in Financial Management) -- 13. Reputation Management (Corporate Image and Communication) -- 14. Innovation Management: Market Timing and Solution Planning --- PART VI. Organisational Development and Co-ordination: Infrastructure processes -- 15. Solutions Design -- 16. Strategic Planning Effectiveness: Performance Measurement -- 17. Marketing and its Implications for Financial Management -- 18. Strategic Brand Management -- 19. Managing the Marketing and e business interface -- 20. Cross Boundary and Global (International) Management: some considerations on recent events --- PART VII: The Future. 21. Future trends in marketing

Strategic Marketing Management: A process based approach 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. It provides students with an overview of how marketing fits into the overall management picture. Strategic Marketing Management: a process-based approach draws heavily on Business Process Re-engineering (BPR), a term which, in the past ten years, has caught the imagination of the business and commercial world

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