Marketing Management: A Customer-centric Approach

This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you′ll discover how segmentation and differentiation play a crucial role in marketing management.

After delving into market dynamics, customer behaviour, and market communications, you′ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you′ll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.

Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studying Marketing Management and Strategic Marketing.

Fred Selnes is a professor of marketing at BI, Norwegian Business School.
Even Lanseng is an associate professor of marketing at BI, Norwegian Business School.

Fred Selnes is professor at BI Norwegian Business School. He holds a bachelor’s degree in business administration from BI, a Master of Science degree in marketing from Northwestern University and a doctoral degree from Norwegian School of Business Administration (NHH). He has published in leading journals such as the Journal of Marketing, Journal of Service Research and Journal of Business Research. Research interests include strategic marketing, customer relationship management and branding. In parallel with the academic work, Fred Selnes has been a leading management consultant in strategic marketing for more than hundred companies across numerous industries. He has also started several companies and the latest being CPM Analytics located in Oslo. The company provides services in data engineering, modeling, and analytics aimed to improve efficiency and effectiveness in sales, marketing, branding, distribution, and customer service.

Even J. Lanseng is an associate professor at BI, Norwegian Business School. He holds a doctoral degree from Norwegian University of Life Sciences. He has published several articles in academic journals such as the European Journal of Marketing, Journal of Service Management, Journal of Brand Management, and Food Quality and Preference. His research primarily focuses on consumer research, branding, and marketing communication. He teaches marketing management, marketing communication and marketing analytics.