Strategic marketing management: a business process approach. /
Luiz moutinho and Geoff Southern.
- Hampshire : Cengage Learning EMEA, 2010.
- xxii, 490 p. : ill. ; 26 cm.
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