Strategic Marketing Management: A Process Based Approach - Softcover

Luiz Moutinho; Geoff Southern

Softcover

ISBN 10: 1844800008 ISBN 13: 9781844800001

Publisher: Cengage Learning EMEA, 2009

Synopsis

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.

About this title

About the Authors

Luiz Moutinho completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, as well as visiting Professorship positions in Taiwan, Lithuania, Slovenia, Portugal, New Zealand and Brazil. He has been a Director of Doctoral programme for seventeen years, (i.e. for the Confederation of Scottish Business Schools, Cardiff Business School and School of Business and Management, University of Glasgow). Luiz Moutinho has been a full Professor of Marketing since 1989 and was appointed in 1996 to the Foundation Chair of Marketing at the University of Glasgow. He has published nineteen books and has published extensively in academic journals both in the UK and the USA, e.g. Journal of Business Research, European Journal of Marketing, etc. Current research interests include mathematical and computer modelling in marketing, consumer behaviour, and marketing of services. He is the Editor of the Journal of Modelling in Marketing and Management (JM2).

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.

From the Back Cover

Strategic Marketing Management uses a process-based approach to discuss many aspects of marketing including strategy, organizational theory, information systems, reputation management and brand management, providing a detailed overview of how marketing fits into the bigger management picture.
A well-respected team of experts comprise the contributors for this text, offering a wealth of knowledge and experience from a wide range of specialist subject areas.
Key Features
> Detailed "Process in Action" case studies provide insight into real-world issues and new developments in the marketing field
> Questions and tasks promote discussion and analysis of topics and themes
> Accessible and easy to digest
> Written by a highly qualified team of experts

Edition details

• Publisher: Cengage Learning EMEA
• Publication date: 2009
• Language: English
• ISBN 10: 1844800008
• ISBN 13: 9781844800001
• Binding: Paperback
• Number of pages: 512