Department of Marketing

Associate professor

Room: SOL/C3.08
E-mail: mb.marktg@cbs.dk
Primary research areas

I have for many years been focused on the Fast Moving Consumer Goods industry, looking a both retailers and suppliers. This background has given me insights into brands and branding, sales management, and today I'm directing my focus towards service management, touch-points, customer journeys and the emotions in these, as well as the managerial challenges.

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Originally, I have worked as marketing manager and CMO in different companies, before pursuing a consulting career for more than 10 years.
I joined CBS as an industrial research fellow in 1995 and acquired my Ph.D. in 1999. I teach courses in Brand Management, International Marketing, Key Account Management, Retailing, Sales Management, and Strategy. My research interests have covered strategic use of branding, B2B relationships, SCM as a marketing tool and recently sales processes as games. I have written articles and books on franchising, brand management, trade marketing, key account management, organizational buying behavior, retailing and strategic relationship marketing.
Furthermore, I have acted as consultant for leading firms in various industries. Finally, I have been the academic dean at CBS Executive since 2012.


Executive MBA - the "Marketing" course and the "Master Thesis process" - also referred to as the Integrated Strategy Project

FT MBA - the "Master Thesis process" - also referred to as the Integrated Strategy Project

HD Marketing Management modules on "Strategy, innovation and product development", and two electives on "Sales Management" and "Strategic Brand Management"

Cand. soc. Service Management - the course "Managing the customer journey in a marketing perspective".


Currently supervising one ph.d. student on customer experiences and how customer express themselves in terms of engagement with the brand.
Furthermore supervising master thesis' for a number of M. Sc., HD and EMBA students.

Other teaching activities

I have taken the academic responsibility for courses at HA in retailing and strategy, and teaches at CBS Executive.

Selected publications

Bjerre, Mogens (2001), Different forms of Key Account Management, in Svein Ole Borgen (ed.) The Food Sector in Transition – Nordic Research, NILF
Bjerre, Mogens, Refshøj, Jens & Ulrich, Torben (2008), Kundefokus skaber konkurrencekraft – Key Account Management (Customer Focus Gives Competitive Edge), Børsen Forlag
As one of the reviewers put it: “This is a must read book for sales amd marketing directors” as the book argues the providing competitive edge to your custoemrs is the basis for future sales. The book further introduces the concept of the Sales Centre as a counterpart to the Buying Centre
Heding, Tilde, Knudtzen, Charlotte & Bjerre, Mogens (2008), Approaches in Brand Management - Research, Theory, and Practice, Routledge. 2nd version published in 2016.
A double blind reviewed book using the paradigm funnel approach to examine brand management research 1985-2007. The result is two distinct brand management paradigms and seven distint brand management approaches – the “Strategy Safari” of brand management

Publications & dissemination
Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre / Brand Management : Research, Theory and Practice.
2.ed.Abingdon : Routledge 2016, 307 p.
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling : A Reassessment.
In: Economic and Social Development. Book of Proceedings: 11th International Scientific Conference on Economic and Social Development – Building Resilient Society. . ed. /Ante Vuletic; Rebeka Danijela Vlahov; Igor Pihir. Varazdin : Varazdin Development and Entrepreneurship Agency 2015, p. 292-301 (Economic and Social Development, Vol. 11)
Article in proceedings
Per Østergaard Jacobsen; Eric Bentzen; Mogens Bjerre; Frank Bøggild; Abid Hussain; Jane Frederikke Land; Niels Buus Lassen; Raghava Rao Mukkamala; Torsten Ringberg; Ravi Vatrapu / Temperaturen på danske loyalitetsklubber anno 2015 : Analyse & håndbog i arbejdet med loyalitet.
Rungsted Kyst : Efficiens 2015, 159 p.
Helle Haurum; Suzanne C. Beckmann; Sylvia von Wallpach; Mogens Bjerre / Touch-Points and Customer Engagement Behaviours in the Context of Continuously Delivered Products and Services
Paper presented at French-Austrian-German Workshop on Consumer Behaviour, 2015
Jesper Aastrup; Mogens Bjerre; Niels Kornum; Herbert Kotzab / The Danish Retail Market : Overview and Highlights.
In: European Retail Research, Vol. 24, No. 1, 2010, p. 195-222
Journal article
Tilde Heding; Charlotte Knudtzen; Mogens Bjerre / Brand Management : Research, Theory and Practice.
London : Routledge 2009, 267 p.
Søren Hougaard; Mogens Bjerre / The Relationship Marketer : Bridging Dyads.
2.ed.Frederiksberg : Samfundslitteratur 2009, 236 p.
Jesper Aastrup; Herbert Kotzab; David B. Grant; Christoph Teller; Mogens Bjerre / A Model for Structuring Efficient Consumer Response Measures
In: International Journal of Retail & Distribution Management, Vol. 36, No. 8, 2008, p. 590-606
Journal article
Mogens Bjerre; Tilde Heding; Charlotte Knudtzen / Using the Dynamic Paradigm Funnel to Analyse Brand Management
In: Strategic Market Creation: A New Perspective on Marketing and Innovation Management. . ed. /Karin Tollin; Antonella Carù. Hoboken, NJ : Wiley 2008, p. 27-47
Book chapter
Jesper Aastrup; Herbert Kotzab; David B. Grant; Christoph Teller; Mogens Bjerre / A Model for Structuring Efficient Consumer Response Measures
In: Conference proceedings of the 14th International Conference on Research in the Distributive Trades, Saarland University, June 27-29, 2007. ed. /Joachim Zente; Dirk Morschett; Hanna Schramm-Klein. 2007
Article in proceedings
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