Marketing Management
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- Gain a solid foundation in marketing principles and strategies essential for effective decision-making in business.
- Learn to analyze consumer behavior and preferences, enabling you to tailor marketing efforts to meet customer needs.
- Acquire the ability to develop actionable marketing plans that align with business objectives and market opportunities.
- Understand the key elements of brand management, allowing you to create and maintain strong, competitive brands in the marketplace.
“Strategic Marketing Management: The Framework” is an abridged version of Chernev’s comprehensive work, focusing on core marketing frameworks, principles, and concepts. This streamlined textbook is specifically designed for accelerated MBA, Executive MBA, and Executive Education courses.
The book is organized into five main sections:
• The Framework for Marketing Management
• Developing a Marketing Strategy
• Designing Value
• Communicating and Delivering Value
• Managing Growth
Readers will learn:
- Essential marketing frameworks and principles
- Strategies for identifying target customers
- Techniques for developing customer value propositions
- Methods for managing products, services, and brands
- Approaches to pricing, incentives, and distribution
- Tactics for gaining and defending market position
Key benefits:
- Concise and focused content
- Practical frameworks for immediate application
- Structured approach to marketing analysis and planning
- Complementary to case-based courses
This book serves as an excellent basis for case analysis and in-class discussions. It provides a perfect balance of theory and practice, enabling readers to grasp complex marketing concepts quickly and apply them to real-world scenarios. The content is carefully curated to offer the most relevant and impactful marketing knowledge in a condensed format, making it an ideal choice for those seeking to enhance their marketing expertise efficiently.
Year Published
Publisher
Pages
Weight
Language
ISBN 10
ISBN 13
The book: "Marketing Management" Is perfect for:
- MBA and Executive MBA students
- Marketing professionals seeking a concise reference
- Business leaders looking to enhance their marketing knowledge
- Instructors teaching accelerated marketing courses
More books by Alexander Chernev
Meet the author
Alexander Chernev is a distinguished professor of marketing at Northwestern University’s Kellogg School of Management. He holds two Ph.D. degrees – one in psychology from Sofia University and another in business administration from Duke University. Dr. Chernev is an internationally recognized expert in marketing strategy, brand management, and consumer behavior. His research has been published in leading academic journals and has been frequently cited in major business publications such as The Wall Street Journal, Financial Times, and Harvard Business Review.
As a prolific author, Chernev has written numerous influential books, including “Strategic Marketing Management” and “The Marketing Plan Handbook.” His work on consumer decision-making and choice behavior has earned him several accolades, including the Early Career Contribution Award from the Society for Consumer Psychology. Chernev is also a sought-after consultant, advising companies worldwide on marketing strategy, brand management, and consumer behavior.
Beyond his academic pursuits, Chernev is known for his engaging teaching style, having received multiple teaching awards, including the Kellogg Faculty Impact Award. He resides in Evanston, Illinois, where he continues to inspire future marketing leaders and contribute to the field’s advancement.
