mbmarktg

Institut for Afsætningsøkonomi

  • Center for Tourism and Culture Management (TCM)
Mogens
Bjerre
Lektor
,
PHD


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

Inden jeg startede på CBS har jeg arbejdet som marketingchef og –direktør I forskellige virksomheder, og arbejdet som management konsulent i mere end 10 år.

Jeg startede som erhvervsforsker i 1995, og fik min ph.d. grad i 1999. Min undervisning omfatter kurser i Brand Management, International Marketing, Sales Management, Service Management og Strategisk Markedsledelse. Mine forskningsområder har omfattet branding, B2B marketing og relationer, key account management, SCM som marketing redskab samt salgsledelse i et spilteoretisk perspektiv. Jeg har skrevet artikler og bøger om branding og brand management, franchising, key account management, organisationers købsadfærd, og strategisk relationsmarkedsføring.

Endelig har jeg arbejdet som konsulent og bestyrelsesmedlem for en række virksomheder, og jeg har siden 2012 været academic dean på CBS Executive.

Primære forskningsområder

Dagligvare sektoren har i mange år udgjort min forskningsmæssige basis, hvilket har betydet, at jeg har forsket i både leverandørers og detaillisters adfærd og strategier. Denne baggrund har givet værdifuld indsigt i brands og branding, salgsledelse, mv. Aktuelt arbejder jeg med kunderejser (og specifikt hvordan kunder kobler disse sammen), fremtidens salgsledelse samt et projekt om hvordan rollerne i dagligvaresektoren forandres.

Link til denne hjemmeside
www.cbs.dk/staff/mbmarktg
Kurser

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".

Vejledning

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.

Andre undervisningsaktiviteter

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

Udvalgte publikationer

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

Publikationer sorteret efter:
2018
Mogens Bjerre / Exploring Future Retail : Rapport fra rejsen.
København : Service Platform 2018, 47 s.
Rapport
Mogens Bjerre / Exploring Future Retail : A Report from the Journey.
København : Service Platform 2018, 47 s.
Rapport
2017
Mogens Bjerre; Peter Aakjær Jensen / Nationalt indeks for kundeorientering : Hovedresultater.
København : Customer Agency 2017, 23 s.
Rapport
2016
Tilde Heding; Charlotte F. Knudtzen; Mogens Bjerre / Brand Management : Research, Theory and Practice.
2.red.Abingdon : Routledge 2016, 307 s.
Bog > peer review
2015
Per Østergaard Jacobsen; Mogens Bjerre / Effekt og effektivitet : Dansk dagligvarehandel 2003-2013.
Frederiksberg : Copenhagen Business School, CBS 2015, 31 s.
Rapport
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling
Frederiksberg : Department of Marketing. CBS 2015, 18 s.
Working paper
Henrik Johannsen Duus; Mogens Bjerre / Qualitative Value Profiling : A Reassessment.
I: Economic and Social Development. Book of Proceedings: 11th International Scientific Conference on Economic and Social Development – Building Resilient Society. . red. /Ante Vuletic; Rebeka Danijela Vlahov; Igor Pihir. Varazdin : Varazdin Development and Entrepreneurship Agency 2015, s. 292-301 (Economic and Social Development, Vol. 11)
Konferencebidrag i 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 s.
Bog > 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 s.
Rapport
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