Strategic Marketing Management - The Framework, 10th Edition by Alexander Chernev

Strategic Marketing Management - The Framework, 10th Edition by Alexander Chernev

Strategic Marketing Management: The Framework delineates the fundamentals of marketing strategy, offers a systematic approach to marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. In addition to theory, this book offers a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities.

The information contained in this volume is organized into five parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. We discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company's business model, and the process of developing an actionable marketing plan.

Part Two covers issues pertaining to the development of a marketing strategy that will guide the company's tactical activities. Here we focus on three fundamental aspects of a company's marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators.

Part Three focuses on the marketing tactics, viewed as a process of designing, communicating, and delivering value. We discuss how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. We further address the ways in which companies manage their marketing communication and explore the role of distribution channels in delivering the company's offerings to target customers.

The fourth part of the book focuses on managing growth. We discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage and managing sales growth. We further address the process of developing new market offerings and the ways in which companies manage product lines to create market value. We also discuss the key principles of managing product lines and ways in which companies can use product lines to gain and defend market position.

The final part of this book provides a set of tools that illustrate the practical application of marketing theory. This part presents two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company's business model.

The marketing framework outlined in this book applies to a wide range of companies-startups and established enterprises, consumer packaged goods companies and business-to-business enterprises, high-tech and low-tech ventures, online and brick-and-mortar entities, product manufacturers and value-added service providers, nonprofit organizations and profit-driven companies. Strategic Marketing Management: The Framework is an abbreviated version of a more comprehensive volume, Strategic Marketing Management: Theory and Practice, which is intended for readers seeking broader and more in-depth discussion, detailed analysis, and additional perspectives on the topics presented in the current book.

Chernev, Alexander: - Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He is an expert in marketing strategy, brand management and consumer behavior. Dr. Chernev holds a Ph.D. in psychology and a second Ph.D. in business administration from Duke University. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. Alexander Chernev has written numerous articles focused on business strategy, brand management, consumer behavior, and market planning. He was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. Dr. Chernev teaches marketing strategy, brand management, and behavioral decision theory in MBA, PhD, and executive education programs at the Kellogg School of Management. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland, and at Hong Kong University of Science and Technology. Professor Chernev has received many teaching awards, including the Chairs' Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program, which he has received seven times. 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 marketing strategy, brand management, consumer behavior, pricing, strategic planning, and new product development. Dr. Chernev's books-Strategic Marketing Management, The Marketing Plan Handbook, and Strategic Brand Management-have been translated into multiple languages and are used in top business schools and by marketing executives around the world. He serves as an area editor for the Journal of Marketing and is on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Marketing Behavior. Alexander Chernev serves as an expert witness in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He is an early-stage investor and has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

SKU	Unavailable
ISBN 13	9781936572595
ISBN 10	1936572591
Title	Strategic Marketing Management - The Framework, 10th Edition
Author	Alexander Chernev
Condition	Unavailable
Binding Type	Paperback
Publisher	Cerebellum Press
Year published	2019-01-15
Number of pages	320
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.