Strategic Marketing Management
| Author | : | |
| Rating | : | 4.20 (938 Votes) |
| Asin | : | 0979003946 |
| Format Type | : | paperback |
| Number of Pages | : | 260 Pages |
| Publish Date | : | 2017-04-05 |
| Language | : | English |
DESCRIPTION:
In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and advises companies around the world on issues of strategic marketing planning and analysis, business innovation, brand management, pricing, and new product development.. About the Author Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an area editor for the Journal of Marketing and serves on the editorial boards of the top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. Dr. Chernev's research has been published in the leading marketing journals and has been quoted in the business and po
This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the strategic marketing management theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.. For managers and consultants, this book presents a
Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. Chernev's research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington
Mauricio Vargas P said Very good for understand the branding core concepts. Academic book. Very good for understand the branding core concepts. The paper quality is very bad. Is the cheapest paper that I have ever seen!The content 5 Stars. The paper 1 Star!. Michael Douglas said Still a Must-Have Marketing Handbook. I reviewed the 6th edition of this book over Still a Must-Have Marketing Handbook I reviewed the 6th edition of this book over 3 years ago, giving it 5 stars. This 8th edition - with important updates (not just to keep the publisher happy) - still merits a solid 5 stars in my view.As I originally wrote in reviewing the 6th edition, this is a worthwhile management handbook for any executive - marketing or otherwise - who wants to understand marketing without the hype. It focuses on the principles of marketing management - formulating, executing, and tuning strategy and tactics. It is all meat, and no fat, containing neither fl. years ago, giving it 5 stars. This 8th edition - with important updates (not just to keep the publisher happy) - still merits a solid 5 stars in my view.As I originally wrote in reviewing the 6th edition, this is a worthwhile management handbook for any executive - marketing or otherwise - who wants to understand marketing without the hype. It focuses on the principles of marketing management - formulating, executing, and tuning strategy and tactics. It is all meat, and no fat, containing neither fl. Larry Neale said Great for managers who make strategic marketing decisions, and for instructors of MBA and EMBA classes. I've used Chernev's Strategic Marketing Management text in my MBA and EMBA classes for years now and find it the best book by far - and so do my students. The book not only introduces and explains all the important marketing concepts, but shows exactly how managers can make strategic marketing decisions by applying the frameworks.A friendly warning: the book is not an encyclopedia of everything everyone ever knew about marketing - however I think that's one of its strengths. The writing is clear and concise, and the chapters are structured aroun