Geoff Southern, Luiz Moutinho

Strategic Marketing Management: A Business Process Approach

• Broschiertes Buch

Produktbeschreibung

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 the final year student 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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Produktdetails

• Verlag: Cengage Learning EMEA / Thomson Learning
• Seitenzahl: 490
• Erscheinungstermin: November 2009
• Englisch
• Abmessung: 257mm x 196mm x 23mm
• Gewicht: 1076g
• ISBN-13: 9781844800001
• ISBN-10: 1844800008
• Artikelnr.: 21492664

Autorenporträt

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.

Inhaltsangabe

PART I: Introduction: Marketing and Business Processes1. Marketing and Process Based Management - Luiz Moutinho and Geoff Southern, University of Glasgow2. Customer Focused Management - H Timmermans, E M Van Raaij, Eindhoven University of Technology, and W F Van Raaij, University of TilburgPART II: Future Predicting Processes (Scenario Building and Forecasting)3. Environmental Scanning and Strategy - Luiz Moutinho, University of Glasgow, Fiona Davies, Cardiff Business School, and Graeme Hutcheson, University of Manchester4. Demand Management (Market and Technology Forecasting) - Luiz Moutinho and Geoff Southern, University of GlasgowPART III: Data Management Processes5. Strategic Corporate Knowledge - Luiz Moutinho, Andrzej Huczynski, and Geoff Southern, University of Glasgow6. Strategic Information Systems - Alexis Barlow, Peter Duncan, Kevin Grant, and David Edgar, Glasgow Caledonian University7. Marketing Measurement and Analysis - Graeme Hutcheson, University of Manchester and Luiz Moutinho, University of GlasgowPART IV: Keeping existing customer processes: (Order Fulfilment)8. Market Value Chain Management - Geoff Southern and Luiz Moutinho, University of Glasgow9. Customer Relationship Management and Marketing Insights - Len Tiu Wright, De Montfort University and Merlin Stone, University of West of England10. Operations and Marketing Programming - Luiz Moutinho & Geoff Southern, University of Glasgow11. Distribution Product Category Management and New Delivery Channels - Andrew Newman and Tony Conway, University of ManchesterPART V: Getting new customers processes: (Order Acquisition)12. Market to Collection (Marketing mix management and Financial Management) - James Wilson and Luiz Moutinho, University of Glasgow13. Reputation Management (Corporate Image and Communication) - P. J. Kitchen and Tom Watson, University of Hull14. Innovation Management, Time to market and solutions design. - J László, Széchenyi István University, and P Judit, University of West HungaryPART VI: Infrastructure processes: Organisational Development and Co-ordination.15. Solutions Design - G Southern and L Moutinho, University of Glasgow16. Strategic Planning Effectiveness and Performance Measurement. - Geoff Southern and Luiz Moutinho, both University of Glasgow17. Financial Appropriation and return (budgeting, allocation of resources)- James Wilson and Luiz Moutinho, University of Glasgow18. Strategic Brand Management. - Simon Knox and Stan Maklan, Cranfield University19. Managing the Marketing and e business interface - Prof K H Huarng and Charles S Chien, Feng Chia University20. Cross Boundary and Global (International) Management - C.Lucas, LisbonPART VII: Conclusion: The Future21. Future trends in process based marketing management. - Luiz Moutinho, University of Glasgow and Paulo Rita, University of Lisbon (ISCTE)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.