mbmarktg

Department of Marketing

Mogens
Bjerre
Associate professor
,
PHD


Room: SOL/C3.08
Tel:
+4538152122
E-mail: mb.marktg@cbs.dk
Presentation

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.

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.

Link to this homepage
www.cbs.dk/en/staff/mbmarktg
Courses

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".

Supervision

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 sorted by:
2017
Mogens Bjerre; Peter Aakjær Jensen / Nationalt indeks for kundeorientering : Hovedresultater.
København : Customer Agency 2017, 23 p.
Report
2016
Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre / Brand Management : Research, Theory and Practice.
2.ed.Abingdon : Routledge 2016, 307 p.
Book > peer review
2015
Per Østergaard Jacobsen; Mogens Bjerre / Effekt og effektivitet : Dansk dagligvarehandel 2003-2013.
Frederiksberg : Copenhagen Business School, CBS 2015, 31 p.
Report
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling
Frederiksberg : Department of Marketing. CBS 2015, 18 p.
Working paper
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 > peer review
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.
Book > peer review
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
Paper > peer review
2014
Per Østergaard Jacobsen; Mogens Bjerre / E-handlens udfordringer og muligheder : En temperatur måling af dansk e-handel 2013.
Frederiksberg : Copenhagen Business School, CBS 2014, 74 p.
Report
Per Østergaard Jacobsen; Mogens Bjerre; Eric Bentzen; Torsten Ringberg; Mark Nielsen Henrik; Bech Peter Elberg; Christian Daugaard Jacobsen / Virksomhedernes kunderelationer 2013 : CRM i danske virksomheder.
Frederiksberg : Copenhagen Business School, CBS 2014, 68 p.
Report
2013
Per Østergaard Jacobsen; Mogens Bjerre / Digitale tilbudsjægere 2013 : Analyse om brugen af eTilbudsaviser .
Frederiksberg : Copenhagen Business School [wp] 2013, 28 p.
Report
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