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Strategic Marketing Management, 3rd Edition | 
 enlarge | Author: Alexander Chernev
Creator: Philip Kotler
Publisher: Brightstar Media, Inc.
Category: Book
List Price: $59.50
Buy New: $53.55
You Save: $5.95 (10%)
New (13) Used (8) from $52.08
Rating:  1 reviews
Sales Rank: 318825
Media: Paperback
Edition: 3rd
Pages: 260
Number Of Items: 1
Shipping Weight (lbs): 0.7
Dimensions (in): 9.1 x 7.4 x 0.3
ISBN: 097900392X
Dewey Decimal Number: 380
EAN: 9780979003929
Publication Date: July 1, 2008
Availability: Usually ships in 24 hours
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Product Description
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.
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| Customer Reviews:
Excellent strategic resource September 10, 2008
Jorgen Hesselberg (Chicago, IL)
2 out of 2 found this review helpful
This is the third edition of one of the definitive resources on strategic marketing management. What makes this book so much more than a source for marketing strategy is its innovative framework which helps the reader effectively break down any business situation into manageable parts and facilitate an effective strategic response.
One of my favorite professors at Northwestern, Alexander Chernev knows how to cut through the clutter and present a crisp, clear analysis of business problems - and takes you through the journey while doing so. Trust me - if you appreciate the insights of Keniche Ohmae, you'll love Dr. Chernev.
Although this should be required reading for any manager, MBA student or business consultant, anyone interested in business strategy will find value in this wonderful resource.
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