Strategic Marketing Management

by Alexander Chernev

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 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 offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.

Genres: Business, Management, School

260 pages, Paperback

First published August 1, 2008

Reviews

[Christos Andreev · Rating 5 out of 5]

This is by far the best strategic marketing textbook out there. Small and strict to the point. It was suggested by a very respective professor as the main literature on a strategic marketing class for master degree students. I highly suggest to anyone who found that book useful, to read: "The Marketing Plan Handbook", by Chernev, 2009. It provides the strategic marketing framework for both existing and new offerings (with real company examples)

[Callan Glascock]

sry guys just had to show that I slayed for my marketing test tmmrw!

[John Ritchie · Rating 5 out of 5]

Comprehensive Marketing Strategy Book

Very thorough book with excellent marketing frameworks and helpful conceptual graphics. I recommend this book for students and marketing practitioners alike.

[ریچارد · Rating 5 out of 5]

برای نوشتن مارکتینگ پلن و طراحی استراتژی مارکتینگ کتاب بسیار عالی ایه. ترجمه ای که ازش شده غلط غلوط داره اما جوری نیست که متوجه نشید.

[Ashish Sinha · Rating 4 out of 5]

one of the best book

[Sarita · Rating 4 out of 5]

I wanna read this book for exam

[Monya De · Rating 4 out of 5]

Explains marketing terminology.
Could have used more varied examples.

[Alison Fields · Rating 4 out of 5]

REquired reading for Marketing.

[Eddie Lopez · Rating 5 out of 5]

The best thing about this book is the cases and how well they implement marketing and strategies. Real life examples are always good!

[Cesar Salas · Rating 5 out of 5]

Great introductory book

Good for people who have little experience with Marketing, great outline of the function without too much detail, while at the same time providing thoughtful examples. Audiences outside the U.S. May not be that familiar with the examples in the book, however the further reading suggestions provide good follow up information to continue exploring the topics of the book.

[Nur Salik · Rating 5 out of 5]

awesome

[Babak Hazaveh · Rating 4 out of 5]

کتاب مهم آکادمیک در حوزه مدیریت استراتژیک بازار با متن روان و نکات مفید فراوان

[Ade Mangara]

role of strategic marketing management