Strategic marketing management :
Moutinho, Luiz.
Strategic marketing management : a business process approach / Luiz Moutinho & Geoff Southern. - Hampshire, U.K. : Cengage Learning EMEA, c2010. - xxii, 490 p. : ill. ; 27 cm.
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. Corporate structure, network and knowledge management -- 6. Strategic Information Systems -- 7. Marketing Measurements 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.
9781844800001 (pbk.)
Marketing--Management.
Strategic planning.
658.802 / MOU 2010
Strategic marketing management : a business process approach / Luiz Moutinho & Geoff Southern. - Hampshire, U.K. : Cengage Learning EMEA, c2010. - xxii, 490 p. : ill. ; 27 cm.
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. Corporate structure, network and knowledge management -- 6. Strategic Information Systems -- 7. Marketing Measurements 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.
9781844800001 (pbk.)
Marketing--Management.
Strategic planning.
658.802 / MOU 2010