Department of Marketing

mbmarktg

Department of Marketing

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


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

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, 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.

Primære forskningsområder

I have for many years been focused on the Fast Moving Consumer Goods industry, looking at both roles and strategies of retailers and suppliers. This background has given me insights into brands and branding, sales management, etc. Currently I'm directing my focus towards how customer perceive multiple customer journeys, and a project on the “future of sales and sales management”, and finally a project on the transition of actor roles in the FMCG sector.

Administrative opgaver


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:
2022
Rune Thorbjørn Clausen; Signe Mørk Madsen; Mogens Bjerre / The Map Is Not the Territory : A Notion on Customer Journeys and Touchpoints in a Digital Age.
Herning : Lifestyle & Design Cluster 2022, 14 s.
Rapport
2021
Mogens Bjerre; Torben Ulrich / Sales Governance : Fremtidens salgsledelse.
Gentofte : Value Footprint 2021, 355 s.
Bog
2020
Mogens Bjerre / Distribution
I: Markedsføring: Teori og praksis. . red. /Jens Graff. Frederiksberg : Samfundslitteratur 2020, s. 402-419
Bidrag til bog/antologi > peer review
Mogens Bjerre; Per Østergaard Jacobsen / Købsadfærd på producentmarkedet
I: Markedsføring: Teori og praksis. . red. /Jens Graff. Frederiksberg : Samfundslitteratur 2020, s. 160-181
Bidrag til bog/antologi > peer review
Mogens Bjerre / Produktion- og servicemarketing
I: Markedsføring: Teori og praksis. . red. /Jens Graff. Frederiksberg : Samfundslitteratur 2020, s. 346-363
Bidrag til bog/antologi > peer review
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
Flere resultater ...(i alt 77 )
Faglige interesser


Bibeskæftigelse
  • Bestyrelsesformand e-handelsfonden
  • Bestyrelsesmedlem DKT A/S
  • Jurymedlem for Advertising Effectiveness Award
  • Academic Dean på CBS Executive
  • Underviser på CBS Executive