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Strategic Marketing Management, 6th Edition, by Alexander Chernev
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Strategic Marketing Management (6th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing problems. For business students, the theory advanced in this book is an essential tool for understanding the logic and the key aspects of the marketing process. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book provides a big-picture approach for developing new marketing campaigns and evaluating the success of ongoing marketing programs. THERE IS A NEW (SEVENTH) EDITION OF THIS BOOK.
- Sales Rank: #536451 in Books
- Brand: Brand: Cerebellum Press
- Published on: 2011-08-01
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .46" w x 7.52" l, .85 pounds
- Binding: Paperback
- 220 pages
- Used Book in Good Condition
Most helpful customer reviews
4 of 4 people found the following review helpful.
A Must-Have Marketing Handbook
By Michael Douglas
I had heard of Northwestern's Alexander Chernev, but had not read anything by him. Though $40 for a 200-page soft cover book is steep, I've not regretted the purchase.
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 fluff nor 5-step "how to" formulas that are so disappointingly popular in marketing releases.
Rather, it is a tight, well-organized work that presents marketing in practical, understandable frameworks. Chernev sees marketing as a structured, disciplined business function. He gets good marks for making his case. Distilling 40 years of marketing research and theory, the book crystallizes it into a presentable and logical format. While only 200 pages, it is not a quick or necessarily easy read: it has a decidedly academic bent. Yet, anyone who enjoys authors like Peter Drucker, though, will find it quite readable.
While not the last word on marketing, compared to what else is out there it deserves 5 stars.
3 of 3 people found the following review helpful.
An Exemplary Marketing Text
By ARB
Consistent with its own strategic guidance, this textbook is well-positioned to optimize value for its target market.
- To students, it offers a clear, simple, and concise synopsis of powerful marketing insights at an attractive price.
- To instructors, it provides a well-organized yet flexible modular approach to teaching about the strategic and tactical elements of marketing and highlighting the critical relationships between them.
- To professionals, it presents a comprehensive framework with which to identify, analyze, and solve marketing problems.
Grounded in academic theory, this book's streamlined style will enable readers to reference it repeatedly as they make and evaluate strategic marketing decisions.
0 of 0 people found the following review helpful.
Well worth the financial investment
By Gibby Ries
Straight forward and comprehensive, this is an excellent resource that presents a structured approach to identifying, understanding, and solving marketing problems. It's not the latest "self help business book" that you'll find in the airport bookstore - it's a serious read...but well worth the investment - financially and otherwise.
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