Strategic Marketing Management

by Alexander Chernev, Alexander Chernev

Strategic Marketing Management (5th 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. NEW (6th) EDITION AVAILABLE IN AUGUST 2011.

Genres: Business, Management, School

290 pages, Paperback

First published August 1, 2008

Reviews

[Christos Andreev]

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]

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]

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]

one of the best book

[Sarita]

I wanna read this book for exam

[Monya De]

Explains marketing terminology.
Could have used more varied examples.

[Alison Fields]

REquired reading for Marketing.

[Eddie Lopez]

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]

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]

awesome

[Babak Hazaveh]

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

[Ade Mangara]

role of strategic marketing management