Strategic marketing management: a business process approach. / Luiz moutinho and Geoff Southern.
Material type: TextPublisher: Hampshire : Cengage Learning EMEA, 2010Description: xxii, 490 p. : ill. ; 26 cmISBN: 9781844800001LOC classification: HF5414.M67Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5414.M67 (Browse shelf) | 1 | Available | 8508/102/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.M67 (Browse shelf) | 1 | Available | K/1430/1430/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5414.M671 (Browse shelf) | 2 | Available | K/1431/1431/19 |
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Includes index.
Contents: Part 1: Introduction to marketing business processes: marketing and process-based management -- Customer-focused management -- Part 2: Future-predicting processes (scenario building and forecasting): Environmental scanning and strategy -- Demand management (market and technology forecasting) -- Part 3: data management processes: Corporate structure, network and knowledge management -- Strategic information systems -- Marketing measurements and analysis -- Part 4: Keeping existing customer processes (order fulfilment): Market value chain management -- Customer relationship management and marketing insights -- Operations and marketing programming -- Distribution product category management and new delivery channels -- Part 5: Getting new customer processes (order acquisition): Marketing and resource allocation in financial management -- Reputation management: corporate image and communication -- Innovation management: market timing and solution planning -- Part 6: Organizational development and co-ordination (infrastructure processes): Solutions design: Strategic planning effectiveness: performance measurement -- Marketing and its implications for financial management -- Strategic brand management -- Managing the marketing and e-banking interface -- Cross-boundary and global (international) management: some considerations on recent events -- Part 7: The future: Future trends in marketing
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