Strategic Marketing Analysis

by Alexander Chernev

Book Overview

Written by one of the top professors at Northwestern University's renowned Kellogg School of Management, this book is a concise guide to the theory of strategic marketing analysis. Succinct and... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0979003911
• ISBN13: 9780979003912
• Release Date: January 2007
• Publisher: Brightstar Media, Inc.
• Length: 252 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.5" x 7.5" x 9.3"

Customer Reviews

Outstanding Marketing Guide!!!

This book starts by delineating 2 strategic and tactical marketing frameworks and then concisely explaining all other marketing concepts and applications through the lenses of the two frameworks in the chapters that follow. It's an outstanding work and is able to achieve so much in a little over 200 of appendix-excluded pages. Each chapter is short and sweet, but comes with valuable references for those craving more. Most other books I have seen and read are full of fluff (such as those coming from Kellogg), but not this one. It's based exclusively on research and reports only academically proved approaches and methods. It also does a great job covering all major industry frameworks and approaches in various chapters (e.g., BCG Matrix, Moore's adoption curve, etc) and providing advantages and limitations of each. In the end it's an outstanding book that I am bound to use as a reference in the future in my work as a corporate marketing strategist. Thank you, Professor Chernev!

Excellent handbook!

Prof Chernev is my Marketing teacher at Kellogg and he refers to this book during his classes and gives us supplementary readings from this book for homework. I absolutely love the book. Unlike most marketing books, it adopts: - a logical approach to marketing - a very structured approach to marketing - a very concise and to the point (hence quite dense) but does not include all the fluff that you would see in other marketing books. This book, in combination with case dicussions are all that you need to master marketing concepts! Coming from an engineering background, I thought marketing was fluff and nebulous; this book (ofcourse in addition to Prof Chernev's classes) has helped me change my mind! This would also be a great companion for case interview preparation.

Excellent Marketing Resource

One of my favorite professors at Northwestern, Dr. Chernev has an uncanny ability to see right through the clutter and defines a crisp, analytical way in which to view marketing strategy. Trust me - this is one of those books you'll refer to again and again. Strategic Marketing Analysis is devoid of fads or gimmicks; instead it provides the reader with a solid framework which can be applied to situations in marketing and beyond. Although this should be required reading for any manager, MBA student or business consultant, anyone interested in marketing will find value in this wonderful resource.